Mega Bloks get Haloed

Fans of both construction and destruction rejoice. Montreal-based Mega Brands has teamed up with Microsoft to develop a line of Mega Bloks construction kits based on the new Halo Wars videogame. Halo Wars, which comes out this month for Xbox 360, is a real-time strategy game and the first in the popular Halo series to garner a 'Teen' rating instead of the usual 'Mature' - something Mega Brands is taking full advantage of.

Fans of both construction and destruction rejoice. Montreal-based Mega Brands has teamed up with Microsoft to develop a line of Mega Bloks construction kits based on the new Halo Wars videogame. Halo Wars, which comes out this month for Xbox 360, is a real-time strategy game and the first in the popular Halo series to garner a ‘Teen’ rating instead of the usual ‘Mature’ – something Mega Brands is taking full advantage of.

‘We’ve been trying to increase our footprint amongst the builders that are five-plus by associating ourselves with great cool brands,’ says Harold Chizick, VP media and corporate communications at Mega Brands.

Enticing the tween and teen builder set, as well as adult collectors, the Halo Wars Mega Bloks will hit stores around the world this summer. Mega Brands plans to promote the Bloks through PR and product sampling, as well as online viral efforts which will include getting the word out to influential bloggers and gaming websites (all initiatives will be done in-house). They also hope to ride the wave of marketing done by Microsoft and co-merchandise with the game at the retail level.

Chizick says that a videogame partnership offers a new advantage because of its evergreen nature. ‘The thing that makes a videogame so special is that it’s 365 days a year, interacting with your core,’ he says, ‘and we expect that we’ll see strong sales throughout the year.’