MEGA Brands and Mattel announce worldwide licensing partnership

Barbie® and Hot Wheels® to be First Mattel Brands Included in New Collection

MONTREAL AND EL SEGUNDO, Calif., March 29, 2012 /PRNewswire/ - MEGA Brands Inc. (TSX: MB) announced today a multi-year global licensing partnership with Mattel, Inc., (NASDAQ: MAT) - the world's largest toy company- to develop construction toys based on the world's most iconic kids brands, Barbie® and Hot Wheels®. The new lines will be available at retail starting in spring 2013.

This strategic alliance leverages the MEGA Bloks brand and its expertise by bringing Mattel's most powerful properties to life in the fast-growing construction toy category.

The Mega Bloks Barbiecollection will provide girls with a completely new Barbie play experience. With a focus on creative play and customization, the possibilities are endless. The line will feature Barbie and her friends in a buildable world of fashion and dream locations.

The Mega Bloks Hot Wheels collection will center on performance, stunts and the coolest cars. Boys can customize through construction, as vehicle play and construction toys merge to create and build a world of speed and excitement.

"Mattel is home to the most impressive brands in the toy industry and their global reach is unparalleled," said Vic Bertrand, Chief Innovation Officer of MEGA Brands. "We are thrilled to join forces with them to create the first Mega Bloks building sets based on Barbie and Hot Wheels."

"Our exciting partnership with category leader, MEGA Brands, will offer both boys and girls a new way to play with their favorite brands," says Rosa Zeegers, Senior Vice President Global Consumer Products Licensing for Mattel. "We look forward to continuing to build upon the transformative play experience girls have come to expect when they play with Barbie as well as giving boys the steering wheel to customize their own Hot Wheels brand products."

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BARBIE, HOT WHEELS and associated trademarks and trade dress are owned by, and used under license from, Mattel, Inc. ©2012 Mattel, Inc. All Rights Reserved.

About MEGA Brands
MEGA Brands is a trusted family of leading global brands in construction toys, games & puzzles, arts & crafts and stationery. The company offers engaging creative experiences for children, families and collectors through innovative, well-designed, affordable and high-quality products. Visit: megabrands.com for more information. Follow us on Twitter @megabrands.

The MEGA logo, Mega Bloks, Rose Art, MEGA Puzzles, MEGA Games and Board Dudes are trademarks of MEGA Brands Inc. or its affiliates.

About Mattel
Mattel, Inc. (NASDAQ: MAT www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica® and Hot Wheels® RC as well as Fisher-Price® brands, including Thomas & Friends®, Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2012, Mattel was named as one of FORTUNE Magazine's "100 Best Companies to Work For" for the fifth year in a row. Mattel also is ranked among Corporate Responsibility Magazine's "100 Best Corporate Citizens." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 28,000 people in 43 countries and territories and sells products in more than 150 nations. At Mattel, we are "Creating the Future of Play." Follow Mattel on Facebook: www.facebook.com/mattel

SOURCE MEGA BRANDS INC.

Image with caption: "Mega Bloks Hot Wheels LOGO (CNW Group/MEGA BRANDS INC.)". Image available at: http://photos.newswire.ca/images/download/20120329_C9099_PHOTO_EN_11754.jpg

Image with caption: "Mega Bloks Barbie LOGO (CNW Group/MEGA BRANDS INC.)". Image available at: http://photos.newswire.ca/images/download/20120329_C9099_PHOTO_EN_11756.jpg



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