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Mattel, MEGA Build Partnership

Mattel and MEGA Brands are teaming up for multi-year global licensing deal to develop construction toys based on Mattel brands Barbie and Hot Wheels.The new boys’ and girls’ toys, developed from MEGA’s Mega Bloks line, will be available

The new boys’ and girls’ toys, developed from MEGA’s Mega Bloks line, will be available at retail in spring 2013.

“Mattel is home to the most impressive brands in the toy industry and their global reach is unparalleled,” says Vic Bertrand, chief innovation officer, MEGA Brands. “We are thrilled to join forces with them to create the first Mega Bloks building sets based on Barbie and Hot Wheels.”

The Mega Bloks Barbie collection will feature Barbie and friends in a “buildable world of fashion and dream locations.”

The Mega Bloks Hot Wheels collection will merge and customize vehicle play and construction.

“Our exciting partnership with category leader, MEGA Brands, will offer both boys and girls a new way to play with their favorite brands,” says Rosa Zeegers, senior vice president global consumer products, licensing, Mattel. “We look forward to continuing to build upon the transformative play experience girls have come to expect when they play with Barbie as well as giving boys the steering wheel to customize their own Hot Wheels brand products.”

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