The new Barbie building blocks range represents Mega Bloks’ largest launch in the UK.
The girls’ construction line – out in the UK on March 9th and licensed by Mattel – will be backed by mammoth marketing activity to ensure it gets off to a strong start, like it did in the United States last December.
“We are extremely excited about launching Mega Bloks Barbie and, as the biggest ever Mega Bloks launch in the UK, it marks a real highlight for the company,” European marketing manager Peter Fuller told ToyNews.
“Distribution for the range is excellent with great selections across all key toy specialists, grocers and indies.
“We are delighted with progress [in the US]. We are seeing strong week-on-week growth in all major accounts since planograms were set and are getting excellent reviews of our product online.
“We have planned some big activities over the next few weeks.”
There will be a host of retail POS materials including FSDUs, shelf strips, headers and much more. The range, with products priced from £5.99 to £79.99, will also receive seasonal space, promotion in catalogues and flyers, online display ads and strong presence on retail websites, as well as TV marketing.
“We are very excited to have the range in the UK,” added Emma Stowers, Mattel’s marketing manager for Barbie. “It’s great product and really complements the Barbie brand; we are confident that it will do well.
“This is Barbie’s first foray into the construction category. The more [girls construction toys] that are available means retailers are able to offer more space and choice to the consumer. It’s an exciting new element for the category and new news is always good for the industry and consumers.
Fuller agreed: “We expect [girls construction toys] to continue to be one of the leading areas of growth in the toy industry in 2013 and beyond, with more brands available and more dedicated shelf space.”
Mega Bloks: 01844 350 033
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