New construction range offers girls "a completely new Barbie play experience".
The first ever Barbie construction toys for girls will hit UK shelves on March 9th.
Mega Bloks Barbie is ready to launch worldwide following its US launch in December 2012.
The range includes a Luxury Mansion, Fashion Boutique, Pet Shop, Pool Party, Barbie's signature pink convertible car and more, allowing girls to "create, customise, design, style and accessorise over-and-over again even after they are done building".
Most play-sets include removable 'building plates' – platforms on which girls can simply build each room. All Mega Bloks Barbie play-sets also include one or more mini-fashion figures of Barbie and her friends, with interchangeable hair styles and outfits.
The marketing tagline is: “See what happens when you build ‘n style with Mega Bloks Barbie”.
“Mega Bloks and Barbie know how girls play. Through our collective brand heritage and expertise in product research and development, we have created a completely new Barbie play experience,” said Vic Bertrand, Chief Innovation Officer, Mega Brands.
“With a focus on creative play and customisation, the possibilities for girls are endless.”
Stephanie Cota, Senior Vice President for Global Marketing, Barbie, Girls and Games at Mattel, added: “We know what girls want in Barbie’s world – to imagine, explore and discover.
“The Mega Bloks Barbie collection invites girls to build Barbie’s world in a way that is true to the Barbie brand – fashionable and aspirational.”
Mega Bloks also says that children significantly benefit from playing with building blocks and toys, as well as inspiring a sense of confidence and accomplishment.
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