Mega Bloks Challenges LEGO Friends Again

Mega Bloks Barbie has been considered Mega Brands answer to the wildly successful LEGO Friends theme. But it seems Mega Brands plans to attack the dominance of the LEGO Friends line on another front, with the release of a new theme, Mega Bloks My Life As.

Taken from a line of dolls available at Wal-Mart, the My Life As line features figures that are oddly enough less doll like compared to the figures in the Mega Bloks Barbie theme. The new theme from Mega Bloks is even odder given the fact that the my Life As dolls resemble and compete with those made by American Girl, which is owned by Mattel, who also owns the Mega Bloks. But given that only four sets of My Life As have been released, it may be too early to ascertain the motivation for its creation. The new Mega Bloks My Life as sets include:

The sets will be priced between $19.97 and $39.97.

Source: Big Box Store via Bloks Forum

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