Mattel Brick Shop
Building sets that are designed to disrupt the status quo and inspire builders to try something new. Coming May 2025!
If I said Mattel dropped a bomb shall yesterday by announcing the Mattel Brick Shop, I would be understanding matters greatly.
Yesterday at Spielwarenesse in Nuremberg Germany, Mattel announced a new brick-based building company, and it seems to be preparing for all-out war with Lego for love admiration and most of all our money.
This new company promises to push the limits of brick building sets and to offer us the fans something new and improve.
Below is the official press release from Mattel:
Mattel Expands its Portfolio into Building Sets with New Brand, Mattel Brick Shop
EL SEGUNDO, Calif., (Jan. 28, 2025)— Mattel, Inc (NASDAQ: MAT), an innovator in toys for 80 years and leading global toy and family entertainment company with one of the most iconic brand portfolios in the world, announced today a new brand in the building sets category, Mattel Brick Shop™. Mattel Brick Shop is being introduced for the first time at Nuremberg International Toy Fair. Leveraging trusted legacy and expertise of Mattel, Mattel Brick Shop is designed to disrupt the status quo, bending the rules of building with innovative features, materials and techniques that inspire builders to try something new.
Putting the builder at the center of every experience, Mattel Brick Shop provides a quality brick fit, easy to follow playbooks, sturdy builds and endless creativity to expand the builder’s imagination. The goal of Mattel Brick Shop is to deliver value with every product, including more surprise features, more post-build opportunities like customization and more piece count, all at a competitive price.
"Today marks an exciting new chapter as we introduce Mattel Brick Shop. Our commitment is to deliver building sets that surpass builder’s expectations, with elevated designs and authentic details at accessible price points and I’m looking forward to revealing our first product line in a few months."
Roberto Stanichi, Executive Vice President and Global Head of Vehicles and Building Sets at Mattel
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