Mattel is set to launch its new Mattel Brick Shop brand in the GCC this November, debuting with a Hot Wheels collaboration that combines building, collecting, and display-focused craftsmanship. Following its international rollout, the Mattel Brick Shop x Hot Wheels collection will be available in UAE toy stores and online platforms starting November 1.
The launch brings a new layer of creative play to the Hot Wheels universe, offering buildable models that blend detailed automotive design with customization options. Each set includes metal components and accurate proportions, along with a collectible 1:64-scale die-cast car that’s exclusive to the Brick Shop series. The sets are designed for both play and display, appealing to builders, collectors, and car enthusiasts alike.
To mark the launch, Mattel will host a one-day pop-up at Yas Mall in Abu Dhabi on November 1. The event will include interactive showcases, photo spaces, and building stations where visitors can experience the Brick Shop range firsthand.
The inaugural lineup features three main series — Hot Wheels Speed Series, Hot Wheels Elite Series, and Hot Wheels Premium Series — each offering a different level of complexity and craftsmanship.
The Premium Series is aimed at adult collectors (ages 17+) and highlights intricate builds with metal detailing and licensed decals. Its first model, the Mercedes-Benz 300 SL, recreates the iconic “Gullwing” design at 1:12 scale with opening doors, a metal crest, and a detailed interior. It will retail for 639 AED.
The Elite Series targets enthusiasts (ages 10+) seeking authenticity and customization. Sets include the Corvette Grand Sport, Acura NSX, and Custom ’62 Chevy Pickup, each with interchangeable parts and a collectible die-cast companion car. Priced at 269 AED, these models balance realism and creative flexibility.
The Speed Series, priced at 99 AED, focuses on accessible builds designed for customization and fun. It includes the Cadillac Project GTP Hypercar, Maserati MC20, and Custom ’68 Camaro — all featuring licensed decals, functional details, and a 1:64 die-cast model.
Mattel Brick Shop plans to expand the collection further in 2026 through new automotive partnerships. Upcoming releases include two Audi collaborations — the Avant RS2 (1:32 scale) and the R8 LMS (1:16 scale) — developed with quattro GmbH and Auto Union GmbH, subsidiaries of Audi AG.
The Brick Shop concept reflects Mattel’s ongoing push to merge craftsmanship with collectible design, bridging its legacy in toys with a growing market for hobbyist and display-oriented products. For the GCC market, the launch also represents a deepening investment in the region’s expanding collector and enthusiast communities.
