Mattel Rebrands Mega Bloks® and Mega Construx™

EL SEGUNDO, Calif., Feb. 10, 2017 /PRNewswire/ -- MEGA™, the number two construction brand and part of the Mattel portfolio, organizes its big-block product line under the Mega Bloks® name and introduces Mega Construx™, a new sub-brand of construction sets designed for kids ages four through adult collectors. The new Mega Construx line offers the most detailed and authentic micro-figures in the construction aisle, so fans can immerse themselves in the worlds they love.

Under the MEGA brands umbrella, Mega Bloks inspires preschool builders ages one to four, and Mega Construx offers older fans immersive sets that feature authentic characters and varied brick shapes with endless colors. Mega Construx sets itself apart from the competition with unique character figures, allowing the brand to deliver authentic looks for popular licenses, such as American Girl®, Barbie®, Despicable Me®, Halo®, Destiny, and more.

"Mega Construx drives a deeper connection to different worlds through unparalleled details in the construction category," said Bisma Ansari, SVP & Global Brand GM of MEGA Brands. "MEGA encourages creators, or 'Beyonders' as we call them, to 'build beyond' – a rallying cry for our fans who go beyond the rules of construction and build their world."

This month, Mega Construx is launching the "Build Beyond™" campaign, the first full-scale marketing initiative since Mattel acquired the Montreal-based company in 2014. This is the first brand-focused campaign, veering away from product-focused marketing. The campaign launches with a brand spot, created by Sid Lee, premiering in theater pre-roll and rolling out digitally starting in mid-February.

Mega Construx products are available at retailers nationwide, including Toys R Us, Wal-Mart, Target and Amazon. For more information and images, visit www.megaconstrux.com.

About Mattel

Mattel is a creations company that inspires the wonder of childhood. Our mission is to be the recognized leader in play, learning and development worldwide. Mattel's portfolio of global consumer brands includes American Girl®, Barbie®, Fisher-Price®, Hot Wheels®, Monster High® and Thomas & Friends®, among many others. Mattel also creates a wealth of lines and products made in collaboration with leading entertainment and technology companies. With a global workforce of approximately 31,000 people, Mattel operates in 40 countries and territories and sells products in more than 150 nations. Visit us online at www.mattel.com. 

SOURCE Mattel

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