Kolumne: Mattel Brick Shop ist für 2025 fertig, aber die Zukunft ist rosig
One week on from the launch of Mattel Brick Shop’s first collection, we’re looking ahead to what could be coming down the line.
Mattel has launched its first range of seven buildable cars across three collections for its initial launch under Mattel Brick Shop. During the media launch that Brick Fanatics attended, Roberto Stanichi, Executive Vice President of Hot Wheels & Head of Vehicles and Building Sets at Mattel, highlighted that this would be the only range for 2025 – but that there’s plenty more to come.
“This is only the beginning,” said Roberto. “We already have new vehicles and series in development that we can’t wait to show you for 2026. Beyond Hot Wheels, Mattel Brick Shop will continue to launch new lines with both new and familiar IP to bring fans new building experiences that elevate play and display features.”
Reading between the lines, Mattel Brick Shop has plans to expand beyond buildable cars – even though that already provides a wealth of opportunities. Under the Hot Wheels umbrella, Mattel has the license for 76 car manufacturers, so there’s plenty more to expand on beyond the seven initially launched cars.
Beyond even that, however, Mattel also has ready-to-go IP in the form of Barbie, American Girl, Toy Story, Jurassic World, and Star Trek, to name but a few. There’s clearly a lot of space for Mattel Brick Shop to go – and that’s only a good thing, even for diehard LEGO Fans.
The first thing to note is that, time and time again, competition in any industry works out well for the consumer. Having a competitor forces companies and creators to think differently, revise their offering, and pull out all the stops to hold people’s interest. Whatever that looks, it means exciting changes are in store for fans of brick-built products.
Looking specifically at what Mattel has to potentially offer – with a caveat that there’s no confirmation any of the IP mentioned above will become products under Mattel Brick Shop – there’s a lot that could appeal to people of my own demographic, young women.
Barbie took the world by storm in 2023. In the same way that buildable Hot Wheels for adults will tug on nostalgic heartstrings of a lot of men, Barbie products will do the same for women. I’m generalising, of course: there are women who love Hot Wheels and men who love Barbie. The point still stands that there’s enough variety within Mattel’s existing portfolio to build on a growing interest among adult women in buildable collectibles, a rising demographic that’s also been acknowledged von dem LEGO Gruppe selbst.
Instead of looking at the future of Mattel Brick Shop with trepidation as a LEGO fan, I’m keeping an open mind. We’ve already outlined how Mattel Brick Shop appears to be taking aim at some common LEGO fan pain points and, although it’s too early to say whether it’s achieving those goals yet, the future certainly looks bright.
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Über den Autor
- Ich schreibe über die allerbesten Fandoms – und das bedeutet LEGO, natürlich. So viel Zeit damit zu verbringen, LEGO-Sets anzuschauen und darüber zu reden, ist gefährlich für meinen Kontostand, aber die LEGO-Regale florieren. Mal gewinnt man, mal verliert man.
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