From Bricks to Speed: Mattel Brick Shop Expands Product Line with Hot Wheels
Lamborghini, Aston Martin and Toyota join the line of customizable builds for automotive fans Mattel,…
Lamborghini, Aston Martin and Toyota join the line of customizable builds for automotive fans
Mattel, Inc. unveiled its newest offerings in the Brick Shop line at the Nuremberg International Toy Fair this week, naming three new partners: Lamborghini, Aston Martin and Toyota in 2026.
The line was introduced last year at Nuremberg and targeted upscale collectors with more sophisticated pieces, customizable models, and high end finishes. In a press release from the fair, the company noted that the new collaborations will reflect the individual automaker’s unique heritage, including real metal parts and customizable elements to each individual car.. Specific models and product details will be revealed later in the year.
The Brick Shop brand was introduced last year, and it was specifically targeted to the adult, car enthusiast, modeler, and fan. The line evolved out of the 2014 acquisition of Mega Bloks, and the company has maintained that brand for preschool building toys.
According to several sources, including Euromonitor, the construction toys segment grew at about 12-15 percent in 2025 over 2024, with much of that growth attributed to adult purchasers who bought products for their own use. In addtion, Euromonitor noted that licensed construction sets have continued to expand, reaching 39 percent of the total category in 2025.
Key to growth in this category will be expanding offerings targeted to the higher-spending fanbase and building community around the product, including leveraging the significant global Hot Wheels fan base.
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