MEGA Brands, Mattel Announce Worldwide Licensing Partnership

MEGA Brands Inc. announces a multi-year global licensing partnership with Mattel, Inc., to develop construction toys based on the world's most iconic kids brands, Barbie® and Hot Wheels®. The new lines will be available at retail starting in spring 2013.

 

This strategic alliance leverages the MEGA Bloks brand and its expertise by bringing Mattel's most powerful properties to life in the fast-growing construction toy category.

 

"Mattel is home to the most impressive brands in the toy industry and their global reach is unparalleled," says Vic Bertrand, chief innovation officer of MEGA Brands. "We are thrilled to join forces with them to create the first Mega Bloks building sets based on Barbie and Hot Wheels."

 

The Mega Bloks Barbie™ collection will provide girls with a completely new Barbie play experience. With a focus on creative play and customization, the possibilities are endless. The line will feature Barbie and her friends in a buildable world of fashion and dream locations.

 

The Mega Bloks Hot Wheels™ collection will center on performance, stunts and the coolest cars. Boys can customize through construction, as vehicle play and construction toys merge to create and build a world of speed and excitement.