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Mega Brands, Mattel form licensing deal

Montreal-based toy company Mega Brands has signed a multi-year international licensing agreement with Mattel to develop construction toys based on the latter company's Barbie and Hot Wheels brands. The new product lines will be released in the spring of 2013. "Our exciting partnership with category leader Mega Brands will offer both boys and girls a new way to play with their favorite brands," said Rosa Zeegers, senior vice-president of global consumer products licensing at 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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