Mattel launches new automotive assembly kits to compete with Lego

Mattel has expanded its Brick Shop line of automotive-themed building blocks with seven new sets that include classics from Lamborghini and Audi. The bet uses the strength of the Hot Wheels brand to hook hobbyists and collectors — and aim directly at the terrain dominated by Lego.

The portfolio, which already included the Mercedes-Benz 300SL, the Honda Civic of the 1990s and the modern Maserati MC20, now gains reinforcements divided into three series.

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Premium line in 1:12 scale and the classic Miura

The Premium Series brings together highly detailed models, with more than a thousand pieces and aimed at exhibition. The star joining the Mercedes “Seagull Wings” is the Lamborghini Miura P400 SV.

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With 1,523 pieces, the set celebrates the 60th anniversary of the Italian icon. In 1:12 scale, it features doors that open, a removable roof and a metal finish, and arrives on the international market for US$ 129.59 (about R$ 660.90).

Mid-range versions and compact miniatures

To reach different audiences and pockets, the manufacturer distributed the other launches in two other size and price ranges:

• Elite Series (1:16 scale): for US$ 53,99 (about R$ 275,35), the line won the Aston Martin Vantage GT3, a black Toyota Supra Mk IV with parts that imitate carbon fiber and the red Audi Sport Quattro 1984, made to pair with the brand’s blue Audi RS2.

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• Speed Series (scale 1:32): smaller, rugged sets for $21.59, with the Lamborghini Huracán Sterrato, a 1983 Chevy Silverado street truck and the Corvette C8. R for racing, in the traditional yellow paint.

  

  

  

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The Hot Wheels miniature bonus included

The great marketing trump card, however, is in the box: each set comes with a Hot Wheels car in 1/64 scale identical to the block model. The move allows you to collect both sizes — or divide the toy between parents and children.

Launched in 2025, the Brick Shop is now entering its second year betting on metal parts, functional steering and doors that open to compete for the shelf of adult collectors with the Danish giant. The kits are already on pre-sale abroad and will hit stores in the second half of the year.