Mattel buys up Mega Blocks (Mega Brands)

[i_amtrunks]

I don't think it is a coincidence that the mega blocks licenses are more "adult centric". I have a room of 27 seven to eight year olds, with both lego and some mega block (skylanders and other stuff) a parent donated last year. The mega block stuff, bar the figures do not get touched.

With all the Mattel license, I expect we will soon need a whole aisle dedicated to non lego building products, including knex which refuses to die quietly.

[griffin]

With all the Mattel license, I expect we will soon need a whole aisle dedicated to non lego building products, including knex which refuses to die quietly.

That's already happened. At the Toyworld CBD store in Brisbane, there was both sides of an entire aisle with Lego, and one side of an entire aisle with Mega Blocks. And no Kre-O anywhere...

But visually, it looked like Mega Blocks was a serious contender with all their licensed brands. And their exhibit at Toyfair is often about half the size of Lego's too.

[Lint]

I think the biggest licensed theme Mega Bloks has is Halo, I'd be interested to see if that makes up as much of a proportion of their sales as Star Wars does for Lego.