Mattel’s Lego-style Brick Shop keeps growing with new building sets
Mattel Brick Shop has grown well beyond its Hot Wheels debut, expanding the Lego-style building line with Xbox, Halo, Masters of the Universe and a growing collection of detailed vehicles.
Mattel has been a leading toy and family entertainment company worldwide for decades. The company owns franchise brands that include Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO, Masters of the Universe, Matchbox, Monster High, MEGA, and Polly Pocket. However, Mattel entered the building set market starting in May 2025.
When many people think of building sets, certain brands come to mind. For many years, brands like Lego and K’Nex have created intricate building sets for kids of all ages to enjoy. Mattel entered this sector of the toy market with the launch of the Mattel Brick Shop.
Editor’s note: This article was originally published in February 2025 ahead of the Mattel Brick Shop launch. It has been updated to reflect the brand’s expansion into Hot Wheels, Xbox, Halo, Masters of the Universe and more.
In a press release, Mattel stated that it plans to leverage the company’s trusted legacy and expertise to launch this new line of products. In addition, they said Mattel Brick Shop is “designed to disrupt the status quo.” According to Mattel, this would be accomplished by “bending the building rules with innovative features, materials, and techniques” that would hopefully inspire builders to try something new.
Mattel Brick Shop was first introduced at the yearly Nuremberg International Toy Fair, held from Jan. 28 – Feb. 1, 2025. At that event, participants experienced the “Spirit of Play” by seeing this and many other new products.
The expansion has continued into fall 2026. Most recently, Mattel unveiled an ambitious 3,509-piece, full-size recreation of the original Xbox console in August, while its Halo Warthog building set followed with a fall release.
Mattel is also currently constructing the company’s first two theme parks, featuring Barbie and Hot Wheels-themed attractions, near Phoenix, Ariz. and Kansas City, Kansas.
Mattel Brick Shop
“Today marks an exciting new chapter as we introduce Mattel Brick Shop,” said Roberto Stanichi, executive vice president and global head of vehicles and building sets at Mattel. “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.”
Mattel’s building set line of products intends to center the builder on the overall experience. It wants to provide a quality brick fit with easy-to-follow playbooks. The stated goal is to deliver value with every product, including more surprise features, post-building opportunities like customization, and more piece count, all at a competitive price.
Fans of building sets will soon find out if Mattel Brick Shop can achieve those high goals. The first product drop of these new building sets will be in May. More building sets will be released in the future. Those wanting to stay updated with Mattel Brick Shop products should visit the official website.
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