Sunday, February 12 2017 22:33

Mattel Resurrects a Name from the Past for Mega Bloks Re-brand... and I love "The Beyonders"

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Mega ConstruxIt was probably 1983 or '84, and at some point my parents bought me a set of Fisher-Price Construx. The cool new building set used grey beams with colorful accent pieces, connectors and plates that allowed kids like myself to create some interesting structures and vehicles. I distinctly remember creating "Doozer" towers at one point. While the line didn't really last long, the name has been used off-and-on, but not for awhile. Now, Mattel has resurrected the name as a new sub-brand to help better distinguish between the two main divisions of the MEGA Brands umbrella - now known as Mega Bloks and Mega Construx. The launch is in-progress, and I'm digging the new campaign - particularly, "The Beyonders." 

MEGA is already the #2 brand in the construction aisle (acquired by Mattel a couple of years back), but as a parent I know that a lot of people still associate "Mega" as being the "big blocks." That seems to be exactly what Mattel has zeroed-in on as they've positioned their big-block product line geared toward kids ages 0-4 under the Mega Bloks name. Mega Construx will be the sets designed for kids ages four through adult collectors. In an announcement, Mattel states that "Mega Construx sets itself apart from the competition with unique character figures, allowing the brand to deliver authentic looks for popular licenses, such as American Girl®, Barbie®, Despicable Me®, Halo®, Destiny, and more."

"Mega Construx drives a deeper connection to different worlds through unparalleled details in the construction category," said Bisma Ansari, SVP & Global Brand GM of MEGA Brands. "MEGA encourages creators, or 'Beyonders' as we call them, to 'build beyond' – a rallying cry for our fans who go beyond the rules of construction and build their world."

Mega Construx products are available at retailers nationwide, including Toys R Us, Wal-Mart, Target and Amazon.

James Zahn

James Zahn is best-known as The Rock Father™, a media personality, commentator, adventurer and raconteur. He is the Owner, Publisher, and Editor-in-Chief of THE ROCK FATHER™ Magazine. In January, 2019, after nearly a decade of publishing The Rock Father™ Magazine, he joined Adventure Media and Events as Senior Editor of The Toy Book—the leading trade publication for the toy industry since 1984, as well as The Pop Insider — a destination for all things pop culture, and The Toy Insider — the leading consumer guide for toys and games. He is also editor of The Toy Report, a weekly newsletter published by The Toy Book each Thursday. Zahn has over 27 years of experience in the entertainment, retail and publishing industries.

He regularly serves as a Brand Ambassador and spokesperson for several Globally-recognized pop culture and lifestyle brands in addition to consulting for a number of toy manufacturers. 

Creatively, James has directed/edited music videos, lyric videos, and album trailers for bands such as FEAR FACTORY, has appeared as an actor in feature films and commercials, written comic books, and performed in bands. He currently serves as an artist manager and video director for PRODUCT OF HATE, whose debut album was released by Napalm Records in 2016, distributed by ADA/Warner Music in the U.S. with Universal Music handling global. A new album has been completed and is set for release this year.

Zahn and/or his work have been featured in/on CNN, NBC, ABC, WGN, CBS, GCTN, G4, The Chicago Tribune, Forbes, MarketWatch, Reuters, BusinessWire, Fangoria, Starlog and more. He's appeared as a music expert on CNN's AC360 alongside Anderson Cooper, and has been interviewed by Larry King. In the past he served as a writer for the Netflix Stream Team,  Fandango Family and PBS KIDS, penned articles for Sprout and PopSugar, and was a contributor to Chicago Parent.

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