Mattel throws down the gauntlet at Lego

Mattel apparently has not ignored Lego's success. In a direct challenge to Lego, Mattel is paying $366 million to acquire Canada's Mega Brands which produces its own building toys Mega Bloks. See With Mattel, Montreal’s Mega Brands builds stronger battle against Lego. The article discusses Lego's recent surge despite the ubiquitous presence of games and apps on tablets, and smartphones. There is something to be said for being able to touch and hold a small plastic brick. Mattel wants to join the party.