Firm to produce construction toys based on the video game franchise in new deal with EA.
Mega Bloks Need for Speed construction toy sets will combine the engaging and immersive content of the video game franchise with the core play pattern of building vehicles.
The line is due to launching in summer 2011 and is targeted at both building fans and collectors, including authentic vehicles and play-sets.
Vic Bertrand, chief innovation officer, Mega Brands, commented: "We're thrilled to be partnering with EA to create the first construction toy line based on the Need for Speed franchise.
"Whether it's realistic driving games or over-the-top car pursuits, Need for Speed has attracted millions of followers worldwide. We look forward to bringing this world to life through Mega Bloks by offering fans an action-packed building experience."
Keith Munro, VP of marketing, Need for Speed, added: "For over 16 years, Need for Speed has been at the forefront of contemporary automotive culture. We are committed to delivering unique and fun experiences to our fans whether it's feeling the rush of a cop pursuit at 200 mph or custom building your own race machine.
Now, through our partnership with Mega Bloks, everyone will be able to create their own customizable Need for Speed experience."
Need for Speed is a global brand and with 17 titles and more than 110 million copies sold worldwide is a dominant racing video game franchise.