November 09, 2011 06:44 ET

Mega Bloks Market Strength Grows Despite Steady Dominance by Lego

The Lego-That's-Not-Lego Finds Success With Consumers and Industry Experts in Autumn 2011

PARIS, FRANCE--(Marketwire - Nov. 9, 2011) - It may be extremely early days for the brand, but according to consumer Lego reviews by, the industry newcomer Mega Bloks may well have a long shelf life.

The news complements analysis from – one of the UK's most active consumer forums which allows for shared reviews, comments and product information on a range of items from electricals to fragrances.

Whilst Lego's brand dominance is understandably large – it is both a brand and item category in and of itself – Mega Bloks has created another building-block inspired toy which is contributing to the market with steady success.

The Mega Bloks minis 200 block set 7106 entered the catalogue on 15th September 2011 with a 4 star review.

Mega Bloks, owned by toy manufacturer Mega Brands, has targeted 2011 as its launch year. An ongoing TV campaign launched in August 2011 is no doubt beginning to pay dividends.

The early autumn also saw Lego's film- or book-related items gain the most prominence, no doubt related to the end of the summer holidays, and the launch of the final instalment of Harry Potter this summer.

As well as regular game sets such as Harry Potter: Freeing Dobby timing well with the summer's big kids entertainment releases, more irreverent Lego products also did well.

The Lego Yoda Keyring, launched in the middle of the summer, found favour from users in September.

With Christmas now less than two months away, and many brands re-launching advertising campaigns and toy collections, this will prove to be an extremely competitive period for Lego and lego-related products.

This increase in competition – and the ongoing success of Lego's big-name lines such as Duplo and its speciality ranges such as the Lego Star Wars sets – is good news for toy retailers. Consumers and parents are advised to research user reviews before choosing their children's Christmas presents.

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