'Excellent' year on the cards for Mega Brands

First builders sales up 19 per cent in 2013; Licensed construction exceed expectations; More to come in 2014.
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Mega Brands is expecting another ‘excellent’ year in 2014, having enjoyed stellar success with its Mega Bloks First Builders and licensed construction ranges in 2013.

The firm grew its market position from 14th to 12th last year, mainly driven by a strong performance from the Mega Bloks First Builders brand.

Not only were sales up 19 per cent, Mega Bloks increased its number one market share in junior construction and enjoyed a record-breaking year with its First Builders 60 Piece Building Bag.

In addition to this, Mega Bloks Thomas & Friends saw sales increase over 200 per cent between October and December 2013, compared to 2012.

The Call of Duty Collector Construction sets range – launched at the end of the year – also exceeded all expectations and was the fastest growing construction property for November/December.

Now, Mega Brands is looking to further build on this in 2014. In its pre- school collection, Mega Bloks First Builders has welcomed new additions for spring including the 123 Learning Train, Learning Cubes and Build n Splash Bath Blocks, and this will continue with new product development for the second half of the year.

Mega Bloks Junior Builders aimed at ages two and upwards also arrives to bolster the offering while for Mega Bloks Thomas & Friends, there will be new Tale of the Brave tent pole tie-in items arriving soon.

Mega Bloks Barbie will see refreshes with ‘building blocks’ inspired packaging and further opportunities to collect even more figurines and accessories to create the ultimate Barbie world. New items, themes and play patterns will be introduced for AW.

New buildable vehicles and play-sets will arrive for Mega Bloks Halo alongside new micro action figures with interchangeable armour, while the buildable Call of Duty line with its detail and sophistication will be bolstered with Mob of the Dead and the Zombies TranZit Farm and Heavy Lift Copter.

“Our portfolio is unique and offers something for everyone,” Peter Fuller, European marketing manager at Mega Brands, told ToyNews.

“Our aim [for 2014] is to drive the growth in junior construction as we did in 2013. With our new ranges and products, we are very optimistic that we will do this.”

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