Mega Bloks is a globally recognised name in the toy industry with a rich history that is marked by innovation, strategic growth, and resilience. Its journey from a small Canadian company to one of the largest manufacturers of construction toys is a compelling story of vision and determination. Alongside its growth as a brand, the Mega Bloks logo has evolved to reflect its changing identity and market positioning. The article delves into the evolution of the Mega Bloks logo over the years.
The Genesis of the Mega Bloks Logo (1967 – 2002)
The company began as Ritvik Toys, founded by Victor and Rita Bertrand in Montreal, Canada. During this period, the branding was focused on Ritvik Holdings, with no distinct logo for Mega Bloks, as it had not yet been introduced. The company’s branding primarily revolved around its corporate identity rather than product-specific logos. It featured the brand name “Ritvik” in black title case against a white background and surrounded by a rectangular black outline with rounded corners.
(1984 – 1988)
Mega Bloks was first showcased at trade shows in 1984 under the Ritvik Holdings umbrella. The logo during this period comprised the wordmark “Mega Bloks” in a playful style in yellow uppercase with black contours set against a light grey rectangular background. The wordmark was intersected by a thin, straight, black horizontal line in the middle.
(1988 – 1997)
In this logo iteration, the brand name in uppercase was displayed in two levels and in a playful style. The overlapping letters of the brand name in red colours had a white outline and were set against a purple rectangular background with rounded corners.
(1997 – 2017)
In this logo iteration, the previous design was retained but with a few differences. The uppercase letters of the brand name in red were displayed in a sans-serif typeface against an overlapping white background. The entire set of logo elements was placed on a purple rectangular background with rounded corners.
(2017 – 2022)
In 2017, the logo retained the design of the previous iteration, except for the colour scheme. The uppercase letters in white and written in a sans-serif typeface were displayed against a deep blue rectangular background with rounded corners.
(2022 – Present)
The latest logo iteration displays the brand name in a kaleidoscope of colours on a purple-coloured micro toy block. The top wordmark of the brand name “Mega” in purple uppercase is set against a white background. On the other hand, the wordmark “BLOKS” appears in different colours – blue, green, yellow, orange, and red. Finally, the logo elements are set against a light blue rectangular background.
The Elements of the Mega Bloks Logo
Font
The Mega Bloks logo employs a custom sans-serif font characterised by thick, rounded letters. This typeface is designed to evoke a sense of playfulness and approachability, and it aligns with the brand’s focus on toys for children. The rounded edges of the font contribute to a softer, child-friendly aesthetic, thereby making it visually appealing to younger audiences.
The simple and bold typography ensures easy recognisability of the logo even at smaller sizes or from a distance. The font style also complements the blocky theme of the toys themselves and reinforces the brand identity.
Colour
The Mega Bloks logo prominently features red and white colours. The vibrant red colour used in the logo is energetic and eye-catching, and it symbolises creativity and excitement—qualities that are central to the brand’s identity. On the other hand, the white colour serves as a contrast to the red background, ensuring clarity and readability. It adds a clean and neutral balance to the boldness of red.
The History of Mega Bloks
Mega Bloks began its journey in 1967 when Victor Bertrand and his wife, Rita, founded Ritvik Holdings in Montreal, Canada. The company’s name, Ritvik, was a portmanteau of their first names—Rita and Victor. Initially, Ritvik focused on toy distribution and plastic injection moulding, and it leveraged Bertrand’s expertise in manufacturing.
In 1984, Ritvik introduced the Mega Bloks product line at trade shows in the United States and Canada. The concept was simple yet innovative: large, interlocking plastic bricks designed for toddlers. These blocks were easier for young children to handle compared to smaller competitors like Lego bricks. The product was an immediate success and generated humongous sales in Canada, securing a $1 million order from Toys “R” Us in the U.S. By 1985, Mega Bloks were widely available across North America.
By 1989, Mega Bloks had expanded into 30 countries and gained popularity in Europe, the U.S., and Canada. During this period, Ritvik divested all other toy and plastics lines to focus exclusively on its construction toys. This strategic move allowed the company to strengthen its position in the market.
In 1991, Ritvik launched the “Micro” line of Mega Bloks—smaller-sized bricks compatible with Lego products. This move placed Ritvik in direct competition with Lego. Despite facing legal challenges from Lego over patent infringement and unfair competition claims, Ritvik successfully defended its position by clearly distinguishing its brand. The Micro line became a key driver of global sales growth during the 1990s. In 1996, the Blackstone Group invested in Ritvik Holdings by providing the financial backing needed for further expansion. This partnership enabled the company to scale its operations and enter new markets more aggressively.
In 2002, Ritvik Holdings was rebranded as Mega Bloks Inc., which also marked its evolution into a public company listed on the Toronto Stock Exchange. This transition reflected its focus on becoming a global leader in construction toys. By this time, Mega Bloks had established itself as the primary competitor of Lego. After its acquisition of Rose Art Industries and other non-construction toy brands, Mega Bloks Inc. was rebranded as Mega Brands Inc. in 2006. This change signalled its diversification into puzzles, crafts, and stationery products while retaining its core focus on construction toys.
In 2014, the American toy giant Mattel acquired Mega Brands Inc. for $460 million. The acquisition brought Mega Bloks under Mattel’s umbrella and allowed it to leverage Mattel’s global distribution network and expand its product offerings further. In 2017, Mattel introduced “Mega Construx”, a sub-brand aimed at older children and collectors. This new line featured more complex building sets tied to popular franchises like Pokémon and Halo. The original “Mega Bloks” branding was retained for preschool products.
Today, Mega Bloks is one of the world’s largest manufacturers of construction toys, second only to Lego. Its products are sold in over 100 countries worldwide and cater to both preschoolers with large blocks and older children with intricate sets under the Mega Construx brand. As a subsidiary of Mattel, Mega Bloks continues to innovate while maintaining its legacy as a pioneer in affordable and accessible construction toys.
Interesting Facts About Mega Bloks
- Mega Bloks were created by Ritvik Holdings (now known as Mega Brands), which is a Canadian company based in Montreal. It first appeared in 1985.
- Unlike LEGO, Mega Bloks initially focused on making larger, chunkier blocks that were easier for toddlers to grasp and assemble. The blocks were ideal for little hands and developing motor skills.
- Mega Bloks became one of LEGO’s biggest competitors. In fact, there were several legal battles between LEGO and Mega Bloks over design similarities. However, courts ruled that basic block shapes couldn’t be trademarked.
- Beyond basic building sets, Mega Bloks expanded into licensed sets featuring popular brands like Halo, Call of Duty, Barbie, Pokémon, and Despicable Me (Minions).
- In 2014, toy giant Mattel (the maker of Barbie and Hot Wheels) bought Mega Brands for about $450 million. This acquisition brought Mega Bloks into a huge global toy family.
- Many parents and educators love Mega Bloks for their educational benefits. They help kids improve fine motor skills, spatial reasoning, creativity, and even basic math concepts through play.
- Mega Bloks are known for being extra tough. They’re designed to handle some serious banging around by toddlers — and many parents say they can survive years of heavy use!
- While similar to LEGO, Mega Bloks use a slightly different connection system. Some people say they fit together a bit more loosely, which can make them easier for very young kids to build with.
- Mattel has announced plans to make Mega Bloks from plant-based plastics as part of its goal to create 100% sustainable toys by 2030.
Finally
The Mega Bloks logo variants show the growth and diversification of the brand itself—from its humble beginnings as Ritvik Holdings to becoming a globally recognised name under Mattel’s ownership. Each iteration of the logo reflects changes in market strategy, audience focus, and product offerings. It showcases how branding evolves alongside business objectives.