Hot Wheels Is Going After LEGO With New Brick Shop Brand
Mattel is launching a new toy brand called Brick Shop, and it's aimed squarely at LEGO enthusiasts.
Key Points
- Mattel enters the construction toy market with Brick Shop, launching Hot Wheels-themed building sets to compete with LEGO.
- The lineup includes three tiers—Speed ($20), Elite ($50), and Premium ($120)—featuring scale-model cars with functional and customizable elements.
- Each set includes real metal parts and an exclusive Hot Wheels die-cast car, with pre-orders available now and wider release expected this summer.
The new lineup debuts with seven vehicle-based kits, each offering a buildable model made from plastic bricks alongside a matching 1:64 scale die-cast Hot Wheels car. The Brick Shop series debuts with three tiers of kits—Speed, Elite, and Premium—each scaled and priced accordingly.
Entry-level Speed Series sets are 1:32 scale, priced at $19.99, and include models like the Maserati MC20, Cadillac Project GTP Hypercar, and a modified 1968 Chevrolet Camaro.
Mid-tier Elite sets step up to 1:16 scale at $49.99, with vehicles like as a Corvette Grand Sport, a 1990 Acura NSX featuring functional pop-up headlights, and a 1962 Chevrolet Pickup with a surf-themed aesthetic.
Topping the range is the Premium series, starting at $119.99, which begins with a 1:12 scale Mercedes-Benz 300 SL with working gullwing doors, a metal hood ornament, and detailed interior trim.
Each kit emphasizes a level of realism not found in the LEGO Speed Champions kits—which are all built from preexisting LEGO pieces, leaving the finished vehicles looking somewhat awkward. Mattel says the Brick Shop cars have accurate vehicle proportions and some real metal components, similar to the ethos that has made Hot Wheels successful.
The sets also provide customization opportunities, including interchangeable parts and licensed decals. Mattel plans to begin delivering the kits to stores this summer, with pre-orders now available through select retailers.
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An experienced automotive storyteller and accomplished photographer known for engaging and insightful content. Michael also brings a wealth of technical knowledge—he was part of the Ford GT program at Multimatic, oversaw a fleet of Audi TCR race cars, ziptied Lamborghini Super Trofeo cars back together, been over the wall during the Rolex 24, and worked in the intense world of IndyCar.
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