Mega Brands readies for Next level

Magnetic specialist set to bounce back with new ?safety first? magnetic construction range, MagNext...
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Mega Brands is gearing up for one of the biggest launches in its history with its revamped magnetic construction range, MagNext.

Set to launch in August, the range will replace the firm’s Magnetix line, which has been plagued by a number of product safety recalls. The new line has been designed in conjunction with safety specialist Intertek and overcomes the issue of loose magnetic parts with a new enclosed building system.

New pieces including the quad-bar, tri-bar and dual-bar offer multiple interlocking points, so children can create more detailed builds with greater variety.

The first release of MagNext will offer a range of versions covering a variety of price points, from a Trial Version to the Ultimate Assortment.

“The whole team at Mega are very excited about the launch of MagNext,” said Dave Martin, general manager UK. “The reaction to the new system has been incredibly positive with children, parents and right across the retail trade. Mega will back this up with an industry leading multi dimensional media campaign including heavyweight TV support, PR, web and trade marketing activity. We are also delighted to have the backing of Intertek, one of the world’s leading authorities on toy safety and each retail pack will feature their 'Lab certified' safety seal.”

Playsets include the Organiser Case and the MagNext 360 Magna Case. Both come with an assortment of MagNext pieces and special parts.

MagNext Extra adds collectability with additional parts such as chains and wheels to put motion into builds, there is also Girls System. The flagship product, launching this autumn is the iCoaster, which has already enjoyed a Christmas season in the US.

Mega Brands has a host of activities planned including a PR drive to reach the core target of boys aged 6-12 through kids comics, TV, promotions, viral activities and events. Retailers will benefit from a TV ad campaign due to kick off in August and running until December.

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