Competing With the Danish Giant: Mattel's Brick Shop Takes On LEGO
Mattel Launches Metal Construction Toy Competitor to LEGO, Offering Die-Cast Components and Pop-Up Car Features
If you've ever spent hours putting together a LEGO set, you'll know why they're king of the building block world. But a newcomer to the toy scene is ready to stir up some competition. Mattel, the company behind iconic toys like Barbie and Hot Wheels, has launched Brick Shop – a fresh brand aiming to challenge LEGO's reign.
The Brick Shop line is kicking off with a collection of Hot Wheels building sets, designed to catch LEGO's eye. Although Mattel has been around the construction toy block for a while (they acquired Mega Bloks almost a decade ago), this is a new brand with a specific goal: outshine LEGO.
Now, you might think LEGO rules the roost with an estimated 80% market share in the U.S. But Brick Shop seems to have spotted a gap in the market where car lovers and builders intersect. And with the grown-up market driving the demand for expensive sets like the $1,500 Millennium Falcon, it seems like the perfect moment to enter the scene.
Gearing Up for a Build
Mattel's Brick Shop line features seven sets across three tiers, based on complexity. The entry-level Speed Series offers smaller, more affordable sets for younger builders and casual enthusiasts, with prices ranging from $20-$80. The mid-tier Elite Series offers more complexity at around $50, featuring cars like the Corvette Grand Sport and 1990 Acura NSX.
But it's the Premium Series that really made our hearts race. This top-tier set comes in at $120, featuring the iconic Mercedes-Benz 300 SL with 1,600 pieces. The piece count is highly competitive compared to LEGO's offerings, making it a serious contender in the high-end market.
Each set comes with customization options, including swappable wheels, extra parts, and licensed decals. The NSX even allows for pop-up headlights and the choice between Acura or Honda badges. But what really sets Brick Shop apart is the inclusion of actual metal parts, blending the satisfaction of brick building with real automotive materials.
Are These The REAL McCoy?
These hybrid builds may irk purists who appreciate LEGO's creativity in forging complex shapes from simpler bricks. But the hybrid approach offers more accurate automotive proportions and details. Each set also comes with a matching 1:64 scale die-cast Hot Wheels car, exclusive to the set.
With pre-orders available now, it remains to be seen whether Mattel's Brick Shop can deliver the goods this summer. The toy world is about to get interesting, folks!
Specs
- Models: 7 sets across 3 tiers (Speed, Elite, Premium)
- Scale: 1:32 (Speed), 1:16 (Elite), 1:12 (Premium)
- Piece Count: 236+ (Speed), 858+ (Elite), 1,600 (Premium)
- Price Range: $20 to $120
- Release Date: Summer 2025
So gear up and get ready to join the race! Will Brick Shop prove to be a worthy contender against LEGO, or will they end up in the toybox of history? Only time will tell!
In the competitive world of automotive toys, Mattel's Brick Shop introduces a blend of technology and style with its hybrid builds, offering motor enthusiasts an unique experience that merges brick building with authentic automotive materials. The Premium Series, with its iconic Mercedes-Benz 300 SL and 1,600 pieces, showcases a fusion of gadgets and technology, aiming to challenge the established LEGO in the high-end market.
