New sub-branding aims to differentiate between preschool and fan segments.
Mattel has introduced a new sub-category of its highly popular Mega Bloks brands, in the form of Mega Construx.
The new sub-brand consists of construction sets designed for kids aged four through to adult collectors, offering detailed and authentic micro-figures.
Mega Construx sets itself apart from the competition with unique character figures, allowing the brand to deliver authentic looks for popular licenses, such as American Girl, Barbie, Despicable Me, Halo, Destiny, and more.
"Mega Construx drives a deeper connection to different worlds through unparalleled details in the construction category," explained Bisma Ansari, SVP & global brand GM of MEGA Brands.
"MEGA encourages creators, or 'Beyonders' as we call them, to 'build beyond' – a rallying cry for our fans who go beyond the rules of construction and build their world."
This month, Mega Construx is launching the Build Beyond campaign, the first full-scale marketing initiative since Mattel acquired the Montreal-based company in 2014. This brand-focused campaign will launch with a brand spot, created by Sid Lee, premiering in theater pre-roll and rolling out digitally starting in mid-February.
Mega Construx products are available at retailers nationwide, including Toys R Us, Wal-Mart, Target and Amazon.