EXHIBIT 99.0



FOR IMMEDIATE RELEASE                          CONTACT:
October 4, 1999                                News Media     Investor Relations
                                               Glenn Bozarth  Jessica Fisher
                                               310-252-3521   310-252-2703



                  LEARNING COMPANY ISSUES
                 TO IMPACT MATTEL EARNINGS
                 -------------------------

LOS ANGELES, October 4 -- Mattel, Inc. said today that its
Learning Company division will have a significant third quarter
revenue shortfall resulting primarily from a decision not to
go forward with a planned licensing arrangement, as well as
higher than expected product returns.  The lower revenues,
together with the write-off of bad debts, increased customer
benefits and the termination of certain distributors, will result
in a third quarter, after-tax loss at The Learning Company of
between $50 million and $100 million, compared with an expected
$50 million, after-tax profit for this division.  Consequently,
Mattel third quarter earnings per share will be approximately
$.30 to $.40, with an estimated 2 to 4 percent decline in
revenue.

"Unfortunately, the Learning Company performance masks the
underlying vitality of our core U.S. business," Jill E. Barad,
Mattel's chairman and chief executive officer said.  "This
strength was most evident in over-the-counter sales improvements
for Barbie, Fisher-Price and our Wheels brands, as well as
the fact that third quarter shippable orders for these same
brands exceeded what we could fulfill by more than $100 million.
That $100 million will be shipped early in the fourth quarter,"
she said.


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Mattel said its full third quarter financial results will be
released on October 21, 1999.


Mattel is a worldwide leader in the design, manufacture and
marketing of family products.  With headquarters in El Segundo,
California, Mattel has offices and facilities in 36 countries
and sells its products in more than 150 nations throughout the
world.

Note: Forward-looking statements included in this release
with respect to the financial condition, results of operations
and business of the company, which include, but are not limited
to sales levels, restructuring and integration charges, special
charges, other non-recurring charges, cost savings, operating
efficiencies and profitability, are subject to certain risks
and uncertainties that could cause actual results to differ
materially from those set forth in such statements.  These
include without limitation: the company's dependence on the
timely development, introduction and customer acceptance
of new products; significant changes in buying patterns of
major customers; possible weaknesses of international markets;
the impact of competition on revenues and margins; the
company's ability to successfully integrate the operations of
The Learning Company following its merger into the company;
the effect of currency fluctuations on reportable income;
unanticipated negative results of litigation, governmental
proceedings or environmental matters; and other risks and
uncertainties as may be detailed from time to time in the
company's public announcements and SEC filings.




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