This holiday season, Mega Bloks and Barbie are transforming
construction play for girls with the launch of Mega Bloks Barbie™ –
the first-ever Barbie™ building collection designed specifically
for girls. Debuting at retail on December 12th, Mega Bloks Barbie
invites girls to build, design and decorate their own Barbie world
with compatible playsets and mini-fashion figures. From a Luxury
Mansion to a Fashion Boutique and even Barbie doll’s signature pink
convertible car, Mega Bloks Barbie is making over one of the
fastest growing toy categories, one pink block at a time.
Combining girls’ love of storytelling and customization with
construction play, the Mega Bloks Barbie line encourages girls to
build and play. By capitalizing on the inherent nature of
imaginative Barbie role play, every design element in the Mega
Bloks Barbie collection encourages girls to create, customize,
design, style and accessorize over-and-over again even after they
are done building.
“Mega Bloks and Barbie know how girls play. Through our
collective brand heritage and expertise in product research and
development, we have created a completely new Barbie play
experience,” said Vic Bertrand, Chief Innovation Officer, MEGA
Brands. “With a focus on creative play and customization, the
possibilities for girls are endless.”
Bringing together Mega Bloks’ 27 years of building toy expertise
and Mattel's five decades of insights on what girls love with the
Barbie brand, these two industry leaders have joined forces to
create an entirely new offering in the fast-growing building toy
category.
“Mega Bloks Barbie is unique in that every playset combines
customization and building with imaginative, open-ended
storytelling that girls love,” said Stephanie Cota, Senior Vice
President Global Marketing, Barbie, Girls and Games at Mattel. “In
true Barbie style, Mega Bloks Barbie invites girls to build,
explore and play in her fabulous and fun world.”
The Essential “Building Blocks” for
Girls
The Mega Bloks Barbie collection engages girls in the building
process by giving them everything they need to build, design and
decorate their very own Barbie world. By introducing construction
play through Barbie, girls create an emotional connection to
building, while completing a Mega Bloks Barbie playset inspires a
sense of confidence and accomplishment. Research in child
development has shown that children significantly benefit from
playing with building blocks and toys, delivering long-term
benefits well beyond the playroom.
“Combining block play with open-ended and imaginative play,
children experience an extraordinary level of brain building,” said
Dr. Maureen O’Brien, developmental psychologist, child play expert
and product research consultant for MEGA Brands. “This combination
of play patterns encourages exploration and storytelling, building
context for children and a better understanding of the world around
them.”
A Construction Toy “Built” for
Girls
Mega Bloks Barbie lets girls literally build Barbie doll’s world
– piece by piece. The full collection includes compatible Build ‘n
Style playsets, such as: Luxury Mansion, Fashion Boutique, Pet
Shop, Convertible, Pool Party, and so much more.
Unique to Mega Bloks, most playsets include removable “building
plates” – platforms on which girls build each room – for easy
building and styling play. And for the classic Barbie fashion and
hair play, all Mega Bloks Barbie playsets include one or more
mini-fashion figures of Barbie and her friends with interchangeable
hair styles and outfits.
Arriving just in time for the holidays and poised to top girls’
wish lists this year, the Mega Bloks Barbie line will be available
beginning December 1st for online pre-order at select retailers,
with in-store distribution in the United States and Canada starting
on December 12th.
BARBIE and associated trademarks and trade dress are owned by,
and used under license from, Mattel, Inc. © 2012 Mattel, Inc. All
Rights Reserved.
The MEGA logo and Mega Bloks are trademarks of MEGA Brands Inc.
or its affiliates.
About Mega Brands:
MEGA Brands Inc. (TSX: MB) is a trusted family of leading global
brands in construction toys, games & puzzles, arts & crafts
and stationery. They offer engaging creative experiences for
children, families and collectors through innovative,
well-designed, affordable and high-quality products. For more
information, visit http://www.megabloks.com/.
About Mattel:
Mattel, Inc. (NASDAQ:MAT) (www.mattel.com) is the worldwide
leader in the design, manufacture and marketing of toys and family
products. The Mattel family is comprised of such best-selling
brands as Barbie®, the most popular fashion doll ever introduced,
Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco R/C®, as
well as Fisher-Price® brands, including Thomas & Friends®,
Little People®, Power Wheels® and a wide array of
entertainment-inspired toy lines. In 2012, Mattel was named as one
of FORTUNE Magazine's "100 Best Companies to Work For" for the
fifth year in a row. Mattel also is ranked among Corporate
Responsibility Magazine's "100 Best Corporate Citizens." With
worldwide headquarters in El Segundo, Calif., Mattel employs
approximately 28,000 people in 43 countries and territories and
sells products in more than 150 nations. At Mattel, we are
"Creating the Future of Play." Follow Mattel on Facebook:
www.facebook.com/mattel.
Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20121204005581/en/
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