. h . Progether with a no 11 . E R 0 P D F G H J L V a E AaBbc Authod Author Abert Aab A). ESTE F11 9 0 U 0 D F G H K AKADE A - 5 Watt acer FO FI 51 s % 3 4 5 6 9 E R Y 0 D G H K L Instructions: read this article except and answer the questions that follow THE GLOBE INT) MAIL Adapted from Hertrand Marate. The Gale and Mail Mattel to buy Canada's Mega Brands Publlahed Friday, Feb 21, 2014 Last updated Wednesday, Apr. 21.2014 Mariel Inc.'15160-million (US) acquisition of Canada Megalunds Inc. pite larbie's parent company against behemoth Lego AS to what premium be a lively fight for turf in the St bli e contre toy dusty Unveiled just a Lupo cases in or the hugely popular The Lago Movie Matter's purchase of Mega Brands Realy gives a solid construction toy platform on which to build a presence in a high margin, high growth segery with huge potential in emerging markt not mentio fresh alory to protectia No 1 position against encroachmate Bram No. 2 Lepo Montreal-based Mega Brands which has about 10 per mat of the North American market cumpared with Lego' roughly 75 per cent med asbe prding company the Mattel to make Larcada in new emerging marta Mega Brands president and chief executive al Mare Bertrand wald na conference call for analysts and media Friday We have a strong pomtienWe think we can have an even strong position going forward" he said Mattel chairman Bryan Sachen said the company decided to make a friendly affer La Negarandeertesting the water by permitting Mega Brandsto Barbie and Hot Wheels for construction sets in 2012. Now, the companies w be able to take full advantage of our respective strengthebe said. El Segunda a base Metallurge la probal marketing any while Mega Brande provides manufacturing and design now how he said Tey industry com.ultant Lute Muller saying up against Logo is valymuing to be major, major challelut Martel-whese sales roue permet the past year, compared with 10 per cent for Laina od position to roll out new construction with Matterande such as the wildly popular Menate Highline of fashion delle now. Martelars Monster High In ertan with Mega Brinde they are ringte pe Lope a real run for the money in the pria construction ay sent head What a hasta entrate on petring a very good share of the percent of the market (noted by Lege that's left over he said 1. Mattel spent 5460 million to develop its product mix by buying Mepa Brands Why would Mattel spend money to develop its product mis? (Hint: Think back to Produd, Part I) o 2. | Heading Sunny 1. what stage in the product life des Megacentradoing backs produa? justily poster [Iants Think bad to product. Put It) 3. Before the oral, and had an agreement allowing Mega Brands to use the artin and to where branch Mega Bloks wat was the brand bring or cobranding Why? 4 which product powth strategy Mattery acturing Megatywne acer FIO ( & 7 $ 150 6 8 9 ] 0 1 Ya o R T Y U P Tin AaBbc Aca Lucu kabit Aab the strategy Maten by copy paraging perform for mandatuen tales, and comment at the dela se he bec) 1 acar 15 R T Y U 0 P