Mattel is shaking up the clamping block market - or is it?
29.1.2025
Translation: machine translated
Mattel is entering the competitive building block market with a new brand. But instead of concrete details, there are only vague promises so far. Is this a real attack on Lego?
Why a new brand when there is Mega Construx?
One of the biggest questions: Why is Mattel launching a new brick brand at all when they already have one with Mega Construx? The existing brand may be less well-known than Lego, but it has made a name for itself with licence sets for "Halo", "Pokémon" and "Masters of the Universe". Shouldn't Mattel invest in Mega Construx instead of starting from scratch? Or is this a subtle attempt to phase out Mega Construx?
Cheaper than Lego? Mattel is keeping a low profile
More questions than answers
So far, there are hardly any details about the actual products, and the "Mattel Brick Shop" looks more like a spontaneous idea from the marketing department. If Mattel is serious, the company will have to deliver: Pictures of the first sets, details about the bricks and a clear positioning vis-à-vis its own Mega Construx brand. Until then, the announcement remains a mystery without much substance.
Header image: Mattel
