Mattel Expands its Portfolio into Building Sets with New Brand, Mattel Brick Shop
Mattel (NASDAQ: MAT) has announced its entry into the building sets category with a new brand called Mattel Brick Shop™. The brand was unveiled at the Nuremberg International Toy Fair, with the first product line scheduled for global launch in Spring 2024.
The new product line aims to disrupt the building sets market by introducing innovative features, materials, and techniques. Mattel Brick Shop promises quality brick fit, easy-to-follow playbooks, sturdy builds, and features designed to enhance creativity. The brand emphasizes value by offering more surprise features, customization options, and higher piece counts at competitive prices.
The initial product release is set for May, with additional building sets planned for future releases. Roberto Stanichi, executive vice president and global head of vehicles and building sets, highlighted the company's commitment to delivering building sets that exceed expectations through elevated designs and authentic details at accessible price points.
Mattel (NASDAQ: MAT) ha annunciato il suo ingresso nella categoria dei set da costruzione con un nuovo marchio chiamato Mattel Brick Shop™. Il marchio è stato svelato alla Fiera Internazionale del Giocattolo di Norimberga, con la prima linea di prodotti prevista per il lancio globale nella primavera del 2024.
La nuova linea di prodotti mira a rivoluzionare il mercato dei set da costruzione introducendo caratteristiche, materiali e tecniche innovative. Mattel Brick Shop promette una qualità dei mattoncini, manuali di gioco facili da seguire, costruzioni robuste e elementi progettati per migliorare la creatività. Il marchio enfatizza il valore offrendo più funzioni a sorpresa, opzioni di personalizzazione e un numero maggiore di pezzi a prezzi competitivi.
Il rilascio iniziale del prodotto è previsto per maggio, con ulteriori set da costruzione programmati per future uscite. Roberto Stanichi, vicepresidente esecutivo e responsabile globale di veicoli e set da costruzione, ha sottolineato l'impegno dell'azienda a fornire set da costruzione che superino le aspettative attraverso design elevati e dettagli autentici a prezzi accessibili.
Mattel (NASDAQ: MAT) ha anunciado su entrada en la categoría de sets de construcción con una nueva marca llamada Mattel Brick Shop™. La marca fue presentada en la Feria Internacional del Juguete de Nuremberg, y la primera línea de productos está programada para un lanzamiento global en la primavera de 2024.
La nueva línea de productos tiene como objetivo revolucionar el mercado de los sets de construcción introduciendo características, materiales y técnicas innovadoras. Mattel Brick Shop promete una calidad en los ladrillos, manuales de juego fáciles de seguir, construcciones robustas y características diseñadas para mejorar la creatividad. La marca enfatiza el valor ofreciendo más características sorpresa, opciones de personalización y un mayor número de piezas a precios competitivos.
El lanzamiento inicial del producto está previsto para mayo, con sets de construcción adicionales planificados para futuros lanzamientos. Roberto Stanichi, vicepresidente ejecutivo y jefe global de vehículos y sets de construcción, destacó el compromiso de la empresa de ofrecer sets de construcción que superen las expectativas a través de diseños elevados y detalles auténticos a precios accesibles.
Mattel (NASDAQ: MAT)는 Mattel Brick Shop™이라는 새로운 브랜드로 블록 세트 카테고리에 진출한다고 발표했습니다. 이 브랜드는 뉘른베르크 국제 장난감 박람회에서 공개되었으며, 첫 번째 제품 라인은 2024년 봄에 전 세계 출시될 예정입니다.
새로운 제품 라인은 혁신적인 특징, 재료 및 기술을 도입함으로써 블록 세트 시장을 혁신하려고 합니다. Mattel Brick Shop은 품질 좋은 블록 적합성, 따라하기 쉬운 플레이북, 견고한 구조물 및 창의력을 높이기 위한 기능을 약속합니다. 이 브랜드는 경쟁력 있는 가격에 더 많은 서프라이즈 기능, 개인화 옵션 및 더 높은 조각 수를 제공하여 가치를 강조합니다.
초기 제품 출시는 5월로 예정되어 있으며, 향후 출시를 위한 추가 블록 세트가 계획되어 있습니다. 로베르토 스타니치(Roberto Stanichi) 수석 부사장 겸 글로벌 차량 및 블록 세트 책임자는 기대를 뛰어넘는 블록 세트를 제공하겠다는 회사의 의지를 강조하며, 우수한 디자인과 진정한 디테일을 접근 가능한 가격으로 제공할 것이라고 밝혔습니다.
Mattel (NASDAQ: MAT) a annoncé son entrée dans la catégorie des ensembles de construction avec une nouvelle marque appelée Mattel Brick Shop™. La marque a été dévoilée à la Foire Internationale du Jouet de Nuremberg, et la première ligne de produits est prévue pour un lancement mondial au printemps 2024.
La nouvelle ligne de produits vise à révolutionner le marché des ensembles de construction en introduisant des caractéristiques, des matériaux et des techniques innovants. Mattel Brick Shop promet une qualité de briques, des manuels de jeu faciles à suivre, des constructions robustes et des fonctionnalités conçues pour améliorer la créativité. La marque met l'accent sur la valeur en offrant plus de fonctionnalités surprises, des options de personnalisation et un nombre de pièces plus élevé à des prix compétitifs.
La sortie initiale du produit est prévue pour mai, avec d'autres ensembles de construction planifiés pour des sorties futures. Roberto Stanichi, vice-président exécutif et responsable mondial des véhicules et des ensembles de construction, a souligné l'engagement de l'entreprise à offrir des ensembles de construction qui dépassent les attentes grâce à des designs de qualité et des détails authentiques à des prix abordables.
Mattel (NASDAQ: MAT) hat seinen Eintritt in die Kategorie der Bausätze mit einer neuen Marke namens Mattel Brick Shop™ bekannt gegeben. Die Marke wurde auf der Internationalen Spielwarenmesse in Nürnberg vorgestellt, und die erste Produktreihe ist für einen globalen Launch im Frühjahr 2024 geplant.
Die neue Produktlinie zielt darauf ab, den Markt für Bausätze zu revolutionieren, indem sie innovative Merkmale, Materialien und Techniken einführt. Mattel Brick Shop verspricht qualitativ hochwertige Steine, einfach zu befolgende Spielanleitungen, robuste Bauten und Funktionen, die die Kreativität fördern. Die Marke legt Wert auf ein gutes Preis-Leistungs-Verhältnis, indem sie mehr Überraschungsmerkmale, Anpassungsoptionen und höhere Stückzahlen zu wettbewerbsfähigen Preisen bietet.
Die erste Produktveröffentlichung ist für Mai geplant, mit weiteren Bausätzen, die für zukünftige Veröffentlichungen vorgesehen sind. Roberto Stanichi, Executive Vice President und globaler Leiter von Fahrzeugen und Bausätzen, hob das Engagement des Unternehmens hervor, Bausätze anzubieten, die die Erwartungen durch hochwertige Designs und authentische Details zu erschwinglichen Preisen übertreffen.
- Entry into new market segment (building sets) expanding revenue potential
- Leveraging existing brand strength and distribution channels
- Competitive pricing strategy with higher value proposition
- Entering highly competitive market with established players
- Initial investment and development costs for new product line
Insights
Mattel's strategic entry into the building sets category represents a calculated move to capture market share in one of the toy industry's most resilient and profitable segments. The timing is particularly noteworthy, as the construction toy market has shown consistent growth even during economic downturns, with
Several key factors make this launch potentially transformative for Mattel's business model:
- The building sets category offers higher margins compared to traditional toys, typically
40-45% versus30-35% for action figures - Recurring revenue potential through collectible series and themed sets
- Cross-merchandising opportunities with Mattel's existing IP portfolio including Barbie, Hot Wheels and Fisher-Price
- Lower seasonality compared to other toy categories, providing steadier cash flows
The emphasis on "competitive price points" suggests Mattel is positioning for volume rather than premium pricing, likely targeting the mid-market segment where LEGO has less presence. This strategy could unlock significant value, particularly in emerging markets where price sensitivity is higher but construction toy penetration remains low.
However, success will hinge on three critical factors: manufacturing precision (building blocks require extremely tight tolerances), intellectual property protection (particularly around brick compatibility) and distribution execution (shelf space allocation in a crowded category). Mattel's existing relationships with major retailers and global supply chain infrastructure provide advantages, but the technical challenges of producing high-quality construction toys shouldn't be underestimated.
The first product line from Mattel Brick Shop is set to launch globally this Spring
Mattel expands its portfolio into building sets with new brand, Mattel Brick Shop. The first product line from Mattel Brick Shop is set to launch globally this spring. (Graphic: Business Wire)
Putting the builder at the center of every experience, Mattel Brick Shop provides a quality brick fit, easy to follow playbooks, sturdy builds and endless creativity to expand the builder’s imagination. The goal of Mattel Brick Shop is to deliver value with every product, including more surprise features, more post-build opportunities like customization and more piece count, all at a competitive price.
"Today marks an exciting new chapter as we introduce Mattel Brick Shop,” said Roberto Stanichi, executive vice president, global head of vehicles and building sets. “Our commitment is to deliver building sets that surpass builder’s expectations, with elevated designs and authentic details at accessible price points and I’m looking forward to revealing our first product line in a few months."
The first product drop from Mattel Brick Shop will be this May with new building sets to be released in the years to come. Building fans can stay up to date on the latest information from Mattel Brick Shop at www.MattelBrickShop.com.
About Mattel
Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, MEGA® and Polly Pocket®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com
MAT-CORP
View source version on businesswire.com: https://www.businesswire.com/news/home/20250127322842/en/
Press contact:
Mattel Press Office
Press@mattel.com
Source: Mattel, Inc.
FAQ
When will Mattel (MAT) launch its new Mattel Brick Shop product line?
What differentiates Mattel Brick Shop from other building set products?
How will the Mattel Brick Shop launch impact MAT's market position?
What is the pricing strategy for Mattel's new Brick Shop products?
