Mattel, Inc. : Mega Bloks® and Barbie? Give Building Toys a Stylish Makeover This Holiday
12/04/2012| 06:05am US/Eastern
The World's No. 1 Fashion Doll Breaks Ground in the Construction
Toy Category with the New Mega Bloks Barbie Collection
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
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
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/.
Mattel, Inc. (NASDAQ:MAT)
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.
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