Mattel Planning a Competitor for LEGO, Introducing Die-Cast Metal and Adjustable Headlights
Get Ready to Rev Your Engines: Mattel Challenges LEGO's Reign with Brick Shop Hot Wheels Sets
If you've ever attempted to construct one of those legion LEGO knock-offs, you'll soon realize why the Danish brand reigns supreme in the building block game. But now, a major player in the toy world is gunning for a piece of that action. Mattel has launched its brand-new Brick Shop, debuting with a collection of Hot Wheels building sets. Will they swoop in and take LEGO by storm? Let's find out.
A New Contender emerges
Sure, Mattel has dabbled in the construction toy world before. Remember Mega Bloks? Mattel acquired them almost a decade ago. However, Brick Shop represents something entirely different. This time, Mattel's aiming to topple LEGO's undisputed dominance. With a staggering market share of about 80% in the U.S., the Bechstein family's blue bricks have been the go-to for builders far and wide.
But it seems Mattel's spotted a goldmine - the ever-growing market of adult builders, who've been snapping up elaborate sets like the $1,500 Millennium Falcon and the $650 Titanic model.
Tri-Level, Triumphant Lineup
Regardless of price, the new Hot Wheels sets range from $20 to $120, catering to consumers of all budgets. The initial Brick Shop lineup boasts seven sets, grouped into three tiers based on complexity.
For beginners and younger gearheads, the Speed Series offers 1:32 scale models at $20 each, including a Cadillac Project GTP Hypercar, Maserati MC20, and a vintage '68 Camaro. These smaller kits come with between 236 and 289 pieces and provide a smoother entry point for novice builders.
The Elite Series, priced at $50, amps things up to 1:16 scale with models like the Corvette Grand Sport, 1990 Acura NSX, and a stylish '62 Chevy Pickup. Featuring between 858 and 918 pieces, these mid-tier sets offer a more complex building experience while incorporating functional elements like steering and opening doors.
And then there's the Premium Series, the crème de la crème. Featuring just one model for now - the magnificent, $120, 1:12 scale Mercedes-Benz 300 SL - this set boasts a whopping 1,600 pieces, setting it apart from the competition in terms of size and intricacy. And it's Deputy Commissioner Gordon level of expensive compared to LEGO's Joker-style money vacuums.
Get Personal with Your Cars
What sets these sets apart from traditional LEGO offerings is the inclusion of actual metal parts for added authenticity. This hybrid approach blends the satisfaction of brick building with the feel and texture of genuine automotive materials. While LEGO models still look like, well, LEGOs, Mattel is crafting custom-shaped pieces for a more accurate representation of the vehicles.
Car Culture's Sweet Tooth
Mattel's foray into the building block world taps directly into car culture's obsession with personalization. Each set includes swappable wheels, extra parts, and licensed decals, allowing builders to customize their vehicles to their hearts' content.
The NSX, for instance, boasts functioning pop-up headlights and can be customized with either an Acura or Honda badge, depending on preference. Likewise, the '62 Chevy pickup includes a surfboard and adjustable suspension.
The Specs
Tiers: 3 (Speed, Elite, Premium)Scales: 1:32 (Speed), 1:16 (Elite), 1:12 (Premium)Piece Counts: 236+ (Speed), 858+ (Elite), 1,600 (Premium)Price Range: $20 to $120Release Date: Summer 2023
Pre-Order and Building Anticipation
All seven Brick Shop Hot Wheels sets are available for pre-order now, with wider availability coming this summer. The initial pre-order allocations seem to have already sold out, but we expect to see more pop up on retailers' sites soon.
So, if you're hankering for a challenge or just looking to add some more metal to your collection, Mattel's Brick Shop Hot Wheels sets are sure to satisfy your car cravings. The nation of LEGO better watch its back - it looks like there's a new kingpin in town.
In the midst of a significant challenge to LEGO's dominance, Mattel is introducing an innovative fusion of technology, motors, and style with their Brick Shop Hot Wheels sets. By incorporating actual metal parts and artificial-intelligence-inspired designs, these gadget-laden building sets offer a unique blend of classic brick building with modern automotive-style components. With five different models, each set in the range caters to various budgets and skill levels, from beginner builders to enthusiasts seeking a more complex building experience. Pre-orders for the initial lineup, including the Mercedes-Benz 300 SL, are currently available for summer 2023 delivery, signaling the dawn of a new era in the automotive-themed building block game.
