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

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.”

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Pre-school market update

The £260m pre-school sector is the industry?s most fiercely-contested battleground, dominated by licences and TV properties and notoriously difficult to second guess. Certain perennials sell strongly but there?s development of characters and play patterns, which make for a vibrant market segment. NPD offers some analysis on its current condition?