Clearly MEGA (formerly Mega Bloks) ain’t cutting it in the plastic brick-built toy space for Mattel. The toy giant has decided that after years of experience with putting out plastic brick building sets, it is ripe for it to challenge LEGO head-on with a new building set brand, Mattel Brick Shop.
That’s right. Mattel has just fired the first brick in what looks to be a full-scale building block war. Tired of playing second fiddle to that other Danish brick empire (you know the one), the toy giant has unveiled Mattel Brick Shop—a shiny new building set brand aimed at shaking things up in the world of plastic bricks.
According to Mattel, this isn’t just a copy-paste job. They’re bending the rules of building with “innovative features” and “sturdy builds,” which sounds a lot like what you’d say if your blocks kept falling apart during testing. But hey, who doesn’t love a little optimism?
They promise a better brick fit, surprise features, and more customization opportunities—because apparently, builders want more than just squares and rectangles. And, of course, everything will be priced competitively, so you won’t have to choose between a mortgage payment and building your dream fortress.
The first sets are set to drop this May. Until then, brick lovers can only speculate: Will Mattel Brick Shop bring us epic pirate ships, functioning space stations, or the world’s first self-driving plastic car? Time will tell. But one thing’s for sure—your vacuum cleaner isn’t going to like this. In the meantime, you may want to get yourself signed up to be notified of any updates.
Image: Mattel.