MEGA® Brands Inc., a member of the Mattel family of companies (NASDAQ: MAT), has announced today a multi-year global licensing partnership with Universal Partnerships & Licensing (UP&L) to develop a new kids construction line based on the phenomenally successful Despicable Me franchise from Universal Pictures and Illumination Entertainment.
MEGA Brands’ new partnership with UP&L will introduce builders and fans to the only toy line that brings the iconic and playful world of Minions to life through building. In stores as of December 2014, the Mega Bloks® Despicable Me construction sets will offer fully buildable iconic characters, locations and vehicles, inspired by the blockbuster sequel, Despicable Me 2.
“The Despicable Me franchise and its dynamic characters have become a global sensation,” said Bisma Ansari, vice president, Girls & Boys, MEGA Brands. “We are so excited to join forces with Universal and Illumination Entertainment in bringing these iconic characters and their stories to the world of building.”
Builders will embrace their “inner Minions” with the line’s easy-to-build and fully customizable construction sets that offer mix-and-match features, such as interchangeable accessories. Each set will include buildable Minions that are unique to the set, for a wide variety of Minions to collect, build and play-out fun and quirky adventures.
“We are thrilled to join MEGA Brands in this new licensing partnership,” said Cindy Chang, senior vice president, Worldwide Sales, UP&L. “The company is committed to bringing outstanding products to market for families and children of all ages, and MEGA is an ideal collaborator for ourDespicable Me franchise.”
To launch the line, seven lucky fans will participate in the “#MinionMontage Challenge” on social media. Follow the #MinionMontage action and visit the Mega Bloks Facebook page to see highlights of the fun.