Mattel Brick Shop: A first serious competitor for LEGO?

Manufacturer Mattel announces the upcoming launch of a new brand soberly titled Mattel Brick Shop with what seems to be an overflowing ambition and the desire to come and get LEGO, without naming it, on its playing field. Today there are few competitors to come and nibble away at LEGO's market share and the few brands that play the game by respecting the rules regarding patents and intellectual property are struggling a little to exist even if some of them are currently flooding social networks with great reinforcements of products offered to influencers of all sizes.

Mattel is not a second-rate player in the toy sector, and more particularly in the construction toy sector, via its subsidiary MEGA Bloks which currently operates several high-end licenses such as Masters of The Universe, Pokemon, Skyrim, Fallout, Halo, Hot Wheels and even Barbie, with a whole section of its catalog directly targeting an adult clientele.

With this know-how, the brand intends to enter the construction toy market with a new visual identity and by promising innovation, creativity and quality bricks, all at affordable prices. This list of features almost seems to be designed as a response to the criticisms that we sometimes hear about LEGO and its ability to rest perhaps a little too much on its laurels as world number one: