Mattel announced on January 27, 2025, the introduction of a new brand, Mattel Brick Shop, expanding its portfolio into the building sets category. The brand was unveiled at the Nuremberg International Toy Fair.
Mattel Brick Shop aims to disrupt the status quo with innovative features, materials, and techniques designed to inspire builders. The brand emphasizes delivering value through surprise features, post-build customization opportunities, and competitive pricing.
The first product line from Mattel Brick Shop is set to launch globally in spring 2025. This strategic move allows Mattel to diversify its product offerings and enter a new market segment, leveraging its legacy and expertise in toy innovation.
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