Pre-school market to boost Mattel's Mega Bloks momentum

“The range inspires creativity, imagination and discovery, which appeals to mums,” says Mattel’s Wendy Hill.
Publish date:

Thanks to new brand collaborations, Mattel believes Mega Bloks will gain even more traction in the pre-school market this year, as it helps to encourage early learning development through building, colours, counting, letters and patterns.

The firm is expanding its Mega Bloks portfolio, with the addition of an expansive Teenage Mutant Ninja Turtles range.

Three new TMNT segments are being introduced for fans, including Nickelodeon’s TMNT series range, a Half-Shell Heroes range and a range based on the upcoming film, Teenage Mutant Ninja Turtles: Out of the Shadows.

Mattel believes the new collection will tap into different age groups and fan bases of the brand, but TMNT isn’t the only fresh collaboration for Mattel, as new for AW16 is a Mega Bloks collection with Kubros.

“Kubros allows builders to build and collect pop culture icons from movies, video games and TV including characters from popular franchises such as Halo, He-Man, Terminator and Masters of the Universe,” Wendy Hill, director of brand activation at Mattel, told ToyNews.

“As we continue to bring innovation to the brand, whether it’s by enhancing pre-schooler’s developmental skills with the pre-school range, or by acquiring new licences with the likes of Teenage Mutant Ninja Turtles and video gaming brand, Kubros, we expect to see positive momentum. The characters are fantastic and feature a cool retro design inspired by the era of classic gaming.”

Hill concluded: “The pre-school market for Mega Bloks is our core category, plus the range also inspires creativity, imagination and discovery, which appeals to mum.”


Featured Jobs

Copyrights Group

Marketing Manager

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.