BJ TOYS BUILDING WITH MATCHITECTURE
By Adnews Staff
Toy manufacturer Jouets BJ Toys, based in Anjou, Quebec, is allowing Canadians to build structures such as the Eiffel Tower and Taj Mahal using wooden sticks and glue. The company has launched its new Matchitecture building sets in retailers and toy stores across Canada allowing consumers to erect structures from "a pile of wood sticks." The kits include sheets that allow builders to assemble parts that are then joined together to create a 3D model. The company is supporting the launch of Matchitecture with a public and media relations campaign from The Agency of Mississauga. A media tour in the Toronto and Montreal markets features a fully constructed replica of the Taj Mahal made from 50,000 wooden sticks and two litres of wood glue.