Well, well, well… it looks like Mattel has finally decided to step up and take another swing at the brick-building world with their new brand, the Mattel Brick Shop, which will drop its first products this May (2025). This launch marks an exciting new chapter in Mattel’s evolution, aiming to revolutionise the building toy market. That’s right—Lego’s dominance is being challenged again, this time by a company that has been making toy cars, dolls, and technically bricks for years. But should Lego be worried? Or is this just Mega Bloks in a new outfit? Let’s take a closer look.
What Is the Introduce Mattel Brick Shop?
According to Mattel’s big announcement to introduce the Mattel Brick Shop, the Mattel Brick Shop is their new, dedicated home for all things brick-related. It’s a sleek, modern-looking online store that promises a whole new take on construction toys. It features themed building sets from Mattel’s biggest brands, like Barbie, Hot Wheels, Polly Pocket, Fisher Price, Masters of the Universe and more, giving fans a fresh way to engage with their favourite franchises – maybe.
But here’s where things get a little interesting. Mattel already owns Mega Bloks (or Mega Construx, as Mattel rebranded the Bloks for a while). That’s been their answer to Lego for decades. So… is this a completely new thing, or are they just slapping a shiny new logo on the Mega Bloks we’ve been stepping on since the ’90s?
The new product line under the Mattel Brick Shop brand aims to innovate with quality designs, ease of use, and increased piece counts, offering builders customisation opportunities.
Update: If you look at the Mattel site and look for ‘all brands,’ there is no mention of Mega Bloks or Mega Construct. If you search ‘mega’, the only mention is in the footer and is to their building instructions, which makes me think the Mattel brick shop is a rebrand.
Key Features and Offerings of Mattel Brick
A Worthy Rival or Just More Mega Bloks?
Mattel is making a big deal about this new initiative in the construction toy market, but let’s be honest—Mega Bloks has been around for years, and while it has its fans, it’s never come close to dethroning Lego. Some of their sets have been great (the Halo and Pokémon lines were genuinely solid), but overall, their bricks just don’t have that same click of satisfaction as Lego.
And now, Mattel is trying again with the Mattel Brick Shop, but what’s different? From what we can tell, this is more of a branding move rather than a full-scale revolution. It seems like Mattel is consolidating all its brick-related efforts under one roof, making it easier for fans to find and buy Mega Bloks—sorry, Mattel Bricks. Additionally, Mattel aims to offer these new sets at a competitive price point, ensuring that customers can enjoy high-quality designs without breaking the bank.
The Good, the Bad, and the Brick-y
The Good:
- Barbie, Hot Wheels, and Polly Pocket sets could be a big draw. Mega Bloks has done cool things before, and focusing on these franchises might work. The innovative features of these sets make them particularly appealing to a wide range of builders.
- More competition is always good—even if Lego remains king, having Mattel push innovation might bring some fresh ideas. These new sets are designed to inspire builders by encouraging creativity and innovative construction techniques.
- Availability in the US & Canada now, with global expansion likely later.
The Bad:
- It’s still Mega Bloks—and while some people love them, the general brick-building community knows they’re just… not Lego. However, Mattel Brick Shop aims to attract customers by offering building sets at accessible price points, ensuring affordability without compromising on quality.
- Quality concerns—Mega Bloks have historically had issues with clutch power (the way the bricks stick together), making builds feel a little flimsy. Mattel Brick Shop is committed to delivering innovative building sets that surpass builders’ expectations, addressing these quality concerns with elevated designs and authentic details.
- Is this really new? It’s more of a rebranding than a genuine Lego competitor.
Verdict: Is it a Serious Competitor in the Construction Toy Market or Just a PR Move?
Honestly, the Mattel Brick Shop looks more like a reorganisation of their existing brick efforts rather than a true Lego challenger. It’s basically Mega Bloks with a new storefront, but maybe—just maybe—Mattel is setting the stage for something bigger. Roberto Stanichi, the global head overseeing Mattel’s vehicles and building sets division, is leading this initiative.
If they can improve their brick quality and bring in more unique IPs, they might have a shot at making Lego sweat. This launch could be an exciting new chapter for Mattel, signifying their commitment to revolutionising the building toy market. Until then, Lego fans probably won’t be losing sleep over this one.
What do you think? Will you be checking out the Mattel Brick Shop products in May 2025, or are you sticking with the classic Danish bricks? Let us know in the comments!
