Husband and wife team, Victor and Rita Bertrand, started the Canadian toy company in 1967 as Ritvik Toys and its most popular line soon became its construction plastic brick toys now known as Mega Bloks. The Company remained under the same family’s ownership until Mattel acquired it in 2014 for an estimated $460million. The brand is universally recognised as the number 2 brand in the $4 billion construction building sets category and was credited in the Honda Element advert where its bricks fell from the sky to assemble a full sized vehicle.
The blocks that snap together, compared to Lego, provide for a larger age group with ranges developed to be specifically appropriate from an age of 1year and are comparably more affordable. The construction toys are marketed for unisex use and offer themes developed specifically for each gender as well as having a licenced range including the Minions, Thomas and Friends and CAT. This reputable property and category of toys distributed by Baby Brands Direct offers retailers immediate access to a new market sector.
Bryan G. Stockton, Mattel Chairman and Chief Executive Officer commented on the acquisition of Mega Bloks, "We believe the opportunities for global expansion and product innovation created by this acquisition will be one of the key drivers of our global growth strategy in 2014 and beyond. The MEGA Brands provides Mattel meaningful and immediate exposure into two of the fastest growing categories in the toy aisle today and we plan to utilize our world-class portfolio of brands, markets and customers to build an even stronger and more profitable player in the construction as well as arts and crafts categories."
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Mega Bloks state that its ‘mission is to nurture creativity in every child and every family’, however it delivers much more than this. It is well documented and proved that construction toy play is beneficial for building social skills and building trust in others because it acts as a collaborative task where individuals have to cooperate in order to finish the task. In addition, children who complete models using toy building blocks have much better spatial ability than children who do not complete such models. Studies also reveal that autistic children who played with building blocks were motivated to initiate social contact with children their age, they were able to maintain and endure contact with those children, and they were also able to surpass the barriers of being withdrawn and being highly structured. It is therefore understandable that Baby Brands Direct is particularly proud to be able to offer supply of these valued toys to retailers from its wholesale website.
John White, Key Account Manager for Mattel says, 'We are delighted to work with Baby Brands Direct to offer Mega Bloks to independent nursery retailers. Mega Bloks is the only blok size that is suitable from 12 months + allowing children to develop core skills encouraging early learning and development through building, colours, patterns, counting, letters and lots more. It inspires creativity, imagination and discovery through endless construction play.”