Mega Bloks also announced that Shootout Soccer, a tabletop game that allows kids to design and build a soccer stadium before playing foosball-style soccer, was named one of the 10 best toys in the 14th annual Duracell Kids' Choice Toy Survey and received the prestigious Oppenheim Platinum Award from the Oppenheim Toy Portfolio, an independent consumer review of children's media.

Already the world's second-largest maker of building toys, with a number one market share in the preschool segment, Mega Bloks is embarking on its first comprehensive global marketing campaign directed at older children. Airing this fall in the US, England, France, Canada and Australia, the three spot campaign showcases Mega Bloks' award-winning Transforming Blok Bots� building toys. The ads feature fantasy scenarios where children create alternate realities using a single building block as the key.

"We're have a leadership position in the preschool segment, so the older demographic is the obvious place for us to direct our marketing efforts," said Vic Bertrand Jr., COO of Mega Bloks. "Mega Bloks is already a successful global company and this campaign will support our goal of becoming a top of mind brand with continued growth."

According to NPD research, retail sales of Mega Bloks� year-to-date through July 2001 are already up 51 per cent over last year, growing 4 times faster than the market leader. In the "Micro" theme toy category that the "Transformation" campaign focuses on, Mega Bloks� has seen an 80 per cent increase in sales this year.

"Mega Bloks� is a brand that many have grown up with, and now we're bringing our award-winning toys to a new generation of kids," said Sharon McCarry, Director of Marketing for Mega Bloks. "These are the original interactive toys, inspiring parents and kids to create, learn and play together. Industry research shows we're a trusted preschool brand, and now we're proving that Mega Bloks� has the cool quotient older children are looking for."

Mega Bloks overarching marketing strategy includes web and print communications, as well as specific marketing and outreach efforts aimed at parents and grandparents. In a unique arrangement, Milk Arts, a boutique specializing in television advertising with offices in Toronto and Montreal, undertook all aspects of the campaign from concept through final production. Production of the spots involved the creation of computer-generated locations from which children enter the Mega Bloks universe. Exterior segments required compositing 35m film "plates" with live action sequences shot in-studio.

"Our client's know more about their core business than any advertising agency - they know what they want to communicate. Our team has the experience to get their message out," said Charles Anderson, Creative Director of Milk Arts. "Milk Arts direct-to-client approach is ideally suited for companies whose need for full service agencies is limited, yet demand communications exhibiting the highest production values."

About Mega Bloks

Mega Bloks� creates fun, educational and high quality building toys that inspire kids and parents to play and learn together. The world's second largest maker of building toys, Mega Bloks award-winning children's building blocks are sold in over 100 countries. The Mega Bloks system features basic, theme, and licensed construction toys for boys and girls of all ages, and adult collectors. Headquartered in Montreal, Ritvik is a global organization employing over 1000 people with operations in 9 countries. To find out more about Mega Bloks and its products visit the website at: http://www.megabloks.com.

Mega Bloks� and Transforming Blok Bots� are trademarks of Ritvik Holdings Inc. This trademark may be registered in certain jurisdictions. (All other trademarks are sole property of their respective owners.)