MEGA Brands Inc. has announced a multi-year global licensing partnership with Mattel, Inc., the world’s largest toy company- 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.
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.
“Mattel is home to the most impressive brands in the toy industry and their global reach is unparalleled,” said 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.”
“Our exciting partnership with category leader, MEGA Brands, will offer both boys and girls a new way to play with their favorite brands,” says Rosa Zeegers, Senior Vice President Global Consumer Products Licensing for Mattel. “We look forward to continuing to build upon the transformative play experience girls have come to expect when they play with Barbie as well as giving boys the steering wheel to customize their own Hot Wheels brand products.”