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Construction toys get cute factor for girls

Mega Brands has struck a two-year licensing agreement with Sanrio Inc.to develop construction toys for girls based on the Japanese company’spopular Hello Kitty Brand.

Mega Brands has struck a two-year licensing agreement with Sanrio Inc. to develop construction toys for girls based on the Japanese company’s popular Hello Kitty Brand.

The Mega Bloks toys, which feature the cartoon kitten that has become a global icon of cuteness since its inception in 1975, will be available in stores in Canada, the U.S. and Mexico in the spring of 2011.

“Hello Kitty holds a special place in the hearts of young girls, and we are excited to partner with Sanrio to bring this wonderful character into the construction category,” said Vic Bertrand, chief innovation officer at Mega Brands.

Sanrio president Janet Hsu said the partnership with Mega Brands will bring a creative and interactive experience for girls to build and customize Hello Kitty’s world.

“The upcoming line of Hello Kitty Mega Bloks also offers a new category of fun collectibles that our fans will sure to enjoy,” she said.

Mega Brands is hoping to recapture some of its past success by offering a series of construction toys mainly for boys based on licences for Thomas the Tank Engine, Nickelodeon characters and Halo games.

Earlier, Mega Brands was awarded a multiyear, global licence by The Jim Henson Co. to develop construction toys based on the animated children’s series Dinosaur Train.

 
 
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