Mega Bloks released the first Halo themed toys in 2009, becoming a success thanks to the support of an established fan base. The first-person shooter Halo has been acclaimed as one of the best in the genre. Mega Brands capitalized on Halo's popularity by creating a toy line for the game.
Mega Bloks strength lies in its ability to translate existing design into their block toy format. This has been done with other popular franchises like Dora the Explorer and Wonder Pets for a pre-school market or Hello Kitty for young girls.
For Halo, they have created many special pieces which mimic the look of the equipment used in the game. While many brick modelers do not appreciate the practice, fans of a franchise tend to overlook this. In fact it is possible that the fans appreciate a more authentic look compared to a blockier style.
The other advantage is, because of the modular design of the toys, they can be intermixed with other Mega Bloks lines. It's entirely possible to use Halo with the Dragon Universe line for example. That is another draw for this type of toy. For some it is a major consideration for purchase.