"We will become a much more significant share of that preschool market in the years to come," Lego Americas president Soren Torp Laursen boldly predicted. In addition to regular blocks based on Disney licences, Lego will also adapt them to its Duplo line of larger blocks that cater to toddlers. All tie in with its traditional building blocks.
Mega Brands has high hopes for its licences with Nickelodeon and Thomas the Tank, the world's most popular boys preschool line in the world.
In fact, Mega and Lego switched key licences this year with Mega picking up Thomas and shedding Disney.