The new brand is to be used for all pre-school blocks designed for children aged one and up. Mega Bloks First Builders will be implemented worldwide on all first block products, accompanied by fresh packaging with better on-shelf presence, a modern design and a stronger focus on product.
In addition, all new Mega Bloks First Builders bags will be PVC free and eco-friendly.
As part of the refresh, Mega Brands will be revitalising its triple award winning Big Building Bag, which is currently the number one best selling item in junior construction (source: NPD February 2012).
Emphasising endless building possibilities, fun learning and achievement, the firm says that the Big Building Bag inspires creative and imaginative play. It helps to achieve key milestones from the child’s first year, promoting essential early learning and development and encouraging discovery, fine motor skills, hand eye coordination and dexterity.
Available in a classic colour scheme or girl-themed pink, the Big Building Bag is also a hit with parents as the blocks come in a sturdy, practical and reusable non-woven, PVC free eco friendly storage bag.
The Mega Bloks First Builders range will benefit for the first time ever from a European wide TV campaign, plus a national print, online and PR drive, targeting children’s and parenting media.
Year-long partnerships have also been secured with Bounty, Mother & Baby, Gurgle and Modern Mum to help raise awareness.
For more information on the full Mega Bloks product range, visit www.megabloks.com.