NEW TITLES IN THE FISHER-PRICE LINE ANNOUNCED BY DAVIDSON & ASSOCIATES,
INC. AT E3

CHILDREN AGES 3 TO 8 WILL BE DELIGHTED BY ADVENTURES IN FISHER-PRICE
LEARNING IN TOYLAND, FISHER-PRICE GREAT ADVENTURES PIRATE SHIP AND
FISHER-PRICE READ &AMP; PLAY LIBRARY

LOS ANGELES, MAY 16, 1996 -- The excitement of some of Fisher-Price's
best-selling toys will soon be available in the world of multimedia. At
the E3 trade show beginning today, Davidson & Associates, Inc. (Nasdaq:
DAVD) unveiled three new Fisher-Price CD-ROM titles for children ages 3 to
8: Fisher-Price Learning in Toyland, Fisher-Price Great Adventures Pirate
Ship and Fisher-Price Read & Play Library. Each title combines exciting
adventures, dynamic animation and learning fun with the familiar
Fisher-Price look.

These new titles join a growing family of award-winning Fisher-Price
products including Fisher-Price Ready for School, Great Adventures Castle,
Dream Doll House, Sing-Alongs: Barnyard Rhythm & Moos, 1-2-3's and ABC's.

"Three-dimensional toys, a swash-buckling voyage on board a pirate ship and
interactive storybook journeys are just a few of the learning adventures
children will have with these new Fisher-Price titles," said Jan Davidson,
president and founder of Davidson & Associates, Inc. "Each was created
specifically for early learners, with age-appropriate activities and
design. These multimedia CD-ROMs offer inquisitive young minds lots of new
avenues for learning and creativity."

Added Dan Cooney, Senior Vice President - Sales Support & Licensing at
Fisher-Price, "Fisher-Price Toyland, Great Adventures Pirate Ship and Read
& Play Library incorporate Davidson's and Fisher-Price's years of
experience in childhood development. The Fisher-Price name on these
multimedia titles assures parents that their children will have positive
and rewarding early-learning experiences."

All three titles will be available in Windows 95/Windows 3.1/Macintosh
CD-ROM format at most major computer stores, mass-merchant chains and toy
stores nationwide. Fisher-Price Play & Learn Toyland and Fisher-Price
Great Adventures Pirate Ship are expected to be available for the holiday
season 1996 for approximately $20 each. The six CD-ROM set in Fisher-Price
Read & Play Library is expected to ship this summer and be priced at
approximately $50.

FISHER-PRICE TOYLAND - AGES 3 TO 6

Beloved Fisher-Price toys come to life in this new adventure where exciting
games and adorable characters spark the imaginations of young children.
Multimedia versions of the "Big Action Garage," "Flip Track Mountain" and
the "All-in-One Kitchen" are just a few of the popular Fisher-Price toys
children will enjoy as they learn important skills such as following
directions, matching objects, recognizing colors and shapes, and
developing critical thinking skills. In Fisher-Price Learning in Toyland,
action-packed learning games will let youngsters play with toys in ways
they never thought possible.

FISHER-PRICE GREAT ADVENTURES PIRATE SHIP - AGES 3 TO 8

Based on the wildly popular Fisher-Price Great Adventures toy, Pirate Ship
is a swash-buckling adventure where youngsters become pirates in search of
a buried treasure on Pirate Island. Shooting battle cannons, climbing up
to the crow's nest, walking the plank and digging through a treasure chest
are just a few of the adventures children will have as they search
throughout the ship for lost pieces of a treasure map.  Exciting games
("Sail the Shark Raft" and "Build a Ship in a Bottle"), original pirate
songs, characters such as Captain Stubbs and Gunner John, and printable
Collector Cards of different pirate characters add to the fun.

FISHER-PRICE READ &AMP; PLAY LIBRARY - AGES 3 TO 8

The Fisher-Price Read & Play Library, a six CD-ROM set, offers youngsters
an exciting interactive storybook series of learning and play activities
to build reading skills, expand vocabulary and improve reading confidence.
Taking the "active" in "interactive storybooks" to a new level,
Fisher-Price Read & Play Library invites children to become active
participants in learning by combining high-quality multimedia with solid
educational content.

Children can "jump into" richly animated illustrations and discover
interactive games and activities, whimsical characters, hundreds of
animations and three different narrators for each of the six original
stories.  Along the way, youngsters learn important life lessons such as
telling the truth and respecting the environment.

FISHER-PRICE EARLY LEARNING CD-ROMS

Davidson signed an agreement with Fisher-Price in February 1994, under
which Davidson licensed the Fisher-Price name, logo and product names for
CD-ROMs. This agreement has resulted in a best-selling, award-winning line
of nine titles that combine the familiarity and appeal of Fisher-Price
toys with the interactivity of multimedia software.

"Each of the Fisher-Price products is designed to give children a head
start before starting school," said Davidson. "They focus on developing
important early learning skills and building computer literacy, while
engaging children with familiar Fisher-Price games and characters from its
toys."

Davidson & Associates, Inc. is a leading publisher and distributor of
multimedia educational and entertainment software for both the home and
school markets. The company is internationally renowned for its
award-winning Blaster series, which has sold over 4 million copies; other
best-selling education and entertainment titles; and multimedia software
and technology from divisions including Blizzard Entertainment, Maverick
Software, FUNNYBONE Interactive, First Byte and Learningways. Based in
Torrance, Calif., Davidson & Associates was founded in 1982 by educator
Dr. Jan Davidson.

Fisher-Price, a wholly owned subsidiary of Mattel, Inc., is a leading
manufacturer of infant and preschool toys and juvenile products,
headquartered in East Aurora, New York.
 
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