Mega Brands has announced a multi-year global licensing deal to produce Mega Bloks construction sets based on Mattel's biggest girl and boy properties – Barbie and Hot Wheels.
Capitalising on the current demand for girl-themed construction sets, the Barbie line will feature ‘Barbie and her friends in a buildable world of fashion and dream locations.’
The Hot Wheels sets will look to recreate the world of speed and stunts which Mattel’s die-cast cars are famous for.
“Mattel is home to the most impressive brands in the toy industry and their global reach is unparalleled,” said Vic Bertrand, chief innovation officer at Mega Brands.
“We are thrilled to join forces with them to create the first Mega Bloks building sets based on Barbie and Hot Wheels.”
Rosa Zeegers, SVP global consumer products licensing for Mattel, said: “Our exciting partnership with category leader, Mega Brands, will offer both boys and girls a new way to play with their favourite brands. We look forward to continuing to build upon the transformative play experience girls have come to expect when they play with Barbie as well as giving boys the steering wheel to customize their own Hot Wheels brand products.”
The Mattel brands join the recently acquired Moshi Monsters and the soon-to-be-released World of Warcraft range.