On January 28th, toymaker Mattel announced a new brand for building kits called Mattel Brick Shop with the first wave of sets appearing in May of this year. While details are light at this time, the newly launched website features graphics very similar to packaging on LEGO (sorry, “other name brands”) sets for 18+ builders. The press release states, “With Mattel’s trusted legacy and expertise, Mattel Brick Shop is designed to disrupt the status quo and elevate the building experience. Here, we bend the rules of construction with innovative features and materials that inspire builders to try something new.” As for what those innovations might be, the included image provides a possible clue, as the logo dimensions and orientation suggest a mobile phone. Perhaps app integration will feature heavily? Could the prominence of the word “shop” could indicate the ability to pick out bricks individually as one might from other name...
