Mega, the construction brand under Mattel‘s portfolio, organized its big-block product line under the Mega Bloks name and introduced Mega Construx, a new sub-brand of construction sets designed for kids ages 4 and up.
Under the Mega Brands umbrella, Mega Bloks will be made for preschoolers ages 1 to 4, and Mega Construx will offer older fans immersive sets that feature authentic characters and varied brick shapes. The new line also offers detailed and authentic micro-figures. Mega Construx will feature lines from popular licenses such as American Girl, Barbie, Despicable Me, Halo, Destiny, and more.
This month, Mega Construx will launch the “Build Beyond” campaign, the first full-scale marketing initiative since Mattel acquired the Montreal-based company in 2014. This is the first brand-focused campaign, veering away from product-focused marketing. The campaign launches with a brand spot, created by Sid Lee, premiering in theater pre-roll and rolling out digitally starting in mid-February.
Mega Construx products are available at retailers nationwide, including Toys “R” Us, Walmart, Target, and Amazon.
