Hasbro re-enters construction market with Kre-O

Hasbro has unveiled a new building-block line called Kre-O that's compatible with LEGO and the similar Mega Blocks. The first products are themed around the Transformers film property.

Kre-O, will be launched in the last quarter of 2011 in both the UK and US and is intended to grab part of the booming construction set business that LEGO dominates. In the UK, construction sets and toys has been one of the best performing categories - up 45 per cent according to NPD estimates.

Hasbro previously introduced a construction set line in 2003 called Built to Rule, but it was eventually discontinued by 2005. "The Built to Rule blocks didn't hold together well and some of the sets were too difficult for their age range," Hasbro chief marketing officer John Frascotti said.

"The Kre-O line, on the other hand, has better-quality bricks," Frascotti added.

The Kre-O sets will dovetail with the new blockbuster Transformers movie, "Transformers: Dark of the Moon,"  set for release this summer.

---

Social Links