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Toy makers Mega Brands and Mattel enter into licensing partnership

The partnership will give both boys and girls a new way to play with their favourite toy brands, Mattel said.

MARK LENNIHAN/REUTERS/MARK LENNIHAN/REUTERS

Mega Brands Inc. said Thursday it is partnering up with Mattel Inc. to develop construction toys based on Barbie and Hot Wheels.

The toys developed under the multiyear licensing deal with the world's largest toy maker will be available in stores starting in the spring of 2013, the companies said in a release.

"Mattel is home to the most impressive brands in the toy industry and their global reach is unparalleled," said Mega Brands chief innovation officer Vic Bertrand.

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"We are thrilled to join forces with them to create the first Mega Bloks building sets based on Barbie and Hot Wheels."

The partnership will give both boys and girls a new way to play with their favourite toy brands, said Rosa Zeegers, senior vice-president of global consumer products licensing for 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," she said.

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