Mattel has launched the first products in its 'Brick Shop' range that is clearly intended to attempt to pry Lego's iron grip from the wallets of car lovers everywhere. And they have one big advantage over Lego car models courtesy of one of Mattel's two iconic diecast model car brands, Hot Wheels.
The first Brick Shop products are a collaboration with Hot Wheels and will include a 1:64th scale diecast model of the car that you can build yourself. Beat that, Lego.
The range will be launched in three series; Hot Wheel Premium, Hot Wheels Elite and Hot Wheels Speed, with each set featuring what Mattel says are "authentic, display-worthy designs inspired by both real-life cars and Hot Wheels originals". Each car comes with changeable wheels of different designs, decals and unique design elements, offering the opportunity to customise the models.
The Speed Series will kick off the range with 1:32 scale sets each of roughly 250 to 300 bricks, with the equivalent 1:64th diecast version included. Models available at launch include the Cadillac GTP Hypercar, Maserati MC20 and a Custom 1968 Camaro.
The larger Elite Series has 1:16 scale sets of around 850 to 900 bricks and feature metal wheel covers as well as the 1:64th diecast, and will include a Corvette Gran Sport, 1990 Acura (Honda) NSX and a 1962 Custom Chevy Pickup at launch.
Top of the tree is the Premium Series that are 1:12 scale and also include metal wheel covers, as well as other metal parts like mirrors and the Mercedes-Benz three-pointed star badge, along with the 1:64th scale diecast model. The sole launch entry into the Premium Series is a Mercedes-Benz 300 SL Gullwing that is a hefty 1600 pieces.
Mattel says that the smaller Speed and Elite series are suitable for ages 10+, while the Premium Series is suitable for 17+, aiming straight at Lego's lucrative AFOL (Adult Fans of Lego) market.
Pricing hasn't been revealed for New Zealand yet, but UK pricing looks to be roughly around the same as equivalent Lego sets, so get ready for those wallets to get a thorough workout when they land here, although when they will land here also hasn't been confirmed yet.
Of course, the Hot Wheels collaboration is just the start for Mattel's Brick Shop and it bears keeping in mind that the toy giant has another iconic diecast car brand in its massive portfolio, and that is Matchbox, the legendary UK brand started by Lesney Products in 1953. Which opens up the tempting prospect of kits based on British classics. A Brick Shop Matchbox Premium 1973 Austin Allegro, perhaps?
