Renowned toy manufacturer Mattel is moving in further on the plastic building block market with a new product line under the “Mattel Brick Shop” banner, launching with a range of Hot Wheels sets in various scales this summer.
It’s a sector that has been comfortably dominated for decades by a certain Danish brand and its famous injection-molded stud-and-tube building mechanism. Mattel’s version looks to employ a similar mechanism at first glance — perhaps evolved from its own MEGA (formerly MEGA Bloks) brand, which has previously also included cross-brand compatible blocks.
The Brick Shop line though includes not only plastic components but compatible metal parts for mirrors, wheel hubs and the like, and the products will also have customization options with licensed add-ons and spare parts.
The range will launch this summer with seven initial sets across three different series that correspond to the scale of the models — and each set will include a regular 1:64-scale Hot Wheels diecast model.
At the smaller end is the Hot Wheels Speed Series, which features 1:32-scale models priced at around $20 apiece. There’s three sets in the initial launch, comprising a custom Chevrolet Camaro, a Maserati MC20, and the Cadillac “Project GTP” hypercar — or V-Series.R to you and I.
These 236 to 289-piece sets come with some custom parts like wheel covers and decals, and feature details like opening doors.
At a slightly larger scale there’s the Hot Wheels Elite Series, with 1:16 recreations of the Acura NSX, Chevrolet Corvette Grand Sport, and a custom Chevrolet Pickup.
Priced at around $45, these sets have 858 to 918 pieces, and come with even more customization options — the Acura can be turned into a pace car, the Corvette into a racer, and the pickup into a hot rod — with licensed wheel covers from American Racing and Rays.
The largest set of all is the 1:12-scale Mercedes-Benz 300SL, the only set in the Hot Wheels Premium Series. Weighing in at a healthy $137, the set has 1,200 pieces including the largest number of standard metal parts as well as replacement pieces to transform it into a Mille Miglia racer and the most detailed interior.
It’s certainly interesting that Mattel has chosen to launch this new building block range by leveraging its strong, model car product line, and it’s going to invite some comparisons with model lines from the Jutland peninsula — particularly Speed Champions vs Speed Series, and the Premium Series against Technic models.
Roberto Stanichi, executive vice president and global head of vehicles and building sets at Mattel, commented: “Hot Wheels has fuelled the passion of car enthusiasts for generations, and with Mattel Brick Shop, we’re giving fans an entirely new way to engage with their favourite vehicles. This Hot Wheels collection by Mattel Brick Shop delivers what car fans have been clamouring for: buildable vehicles that deliver true car authenticity.”
It looks like we’re going to have to clear some space on our shelves later this year, and it’ll be interesting to see what joins these sets in the Mattel Brick Shop in the future.
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