Mega rebrands Maxi range

Pre-school line now named First Builders, with new products, packaging and branding.
Publish date:

Following research into what parents want more of in the toys they buy for their kids, Mega Brands has relaunched its Maxi Pre-school line as First Builders.

Mega hopes that the refreshed line will help cement its current number one position in pre-school construction.
When describing the First Builders line, Mega said the ‘overarching word is new’. The offering will include new bags, tubs, vehicles, a girls line, ride-ons and new big building.

The latest products include characters on vehicles aimed at building on the emotional bond between children and their toys. Also on offer will be castor wheel ride-ons and extensions to the firm’s core bag and tub SKUs.

In addition the range will feature a fresh look on branding with better on-shelf presence and a modern design, which was created to be more ‘mum-friendly’, with a stronger focus on product.

Pete Fuller, UK marketing manager, told ToyNews: “We’re extremely excited about our new pre-school range – First Builders. We hope the introduction of a series of new products combined with fresh modern branding will increase our number one position in pre-school construction.”


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