Mega Bloks and Barbie give building toys a stylish makeover this Spring
The world’s No.1 fashion doll breaks ground in the building toy category with the New Mega Bloks Barbie Collection
Mega
Bloks and Barbie are set to transform construction play for girls with
the UK launch of Mega Bloks Barbie – the first-ever Barbie building
collection designed specifically for girls.
Following
a successful launch in North America on 12.12.12, the Canadian toy
company will now be rolling out the range worldwide launching in the UK
on 9th March.
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 customisation
with construction play, the Mega Bloks Barbie line encourages girls to
build and play. By capitalising on the inherent nature of imaginative
Barbie role play, every design element in the Mega Bloks Barbie
collection encourages girls to create, customise, design, style and
accessorise 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 customisation, 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 – inviting girls to
“See what happens when you build ‘n style with Mega Bloks Barbie”.
“We
know what girls want in Barbie’s world – to imagine, explore and
discover,” said Stephanie Cota, Senior Vice President Global Marketing,
Barbie, Girls and Games at Mattel. “The Mega Bloks Barbie collection
invites girls to build Barbie’s world in a way that is true to the
Barbie brand – fashionable and aspirational.”
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.
The Mega Bloks Barbie line will be available in store on 9th March.
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