On January 28th, toymaker Mattel announced a new brand for building kits called  Mattel Brick Shop with the first wave of sets appearing in May of this year. While details are light at this time, the newly launched website features graphics very similar to packaging on LEGO (sorry, “other name brands”) sets for 18+ builders.

The press release states, “With Mattel’s trusted legacy and expertise, Mattel Brick Shop is designed to disrupt the status quo and elevate the building experience. Here, we bend the rules of construction with innovative features and materials that inspire builders to try something new.”

As for what those innovations might be, the included image provides a possible clue, as the logo dimensions and orientation suggest a mobile phone. Perhaps app integration will feature heavily? Could the prominence of the word “shop” could indicate the ability to pick out bricks individually as one might from other name brands? Or perhaps it refers to the embossed “Mattel” printed on each stud.

Mattel is also the owner of the Mega line of blocks, which the toymaker says will not be going away with the introduction of this additional brand. Mega has seen impressive growth in recent years thanks to high-profile IP not offered by other name brands, such as Pokémon, Barbie, and Game of Thrones. This is again speculation, perhaps Brick Shop plans to differentiate with iconic building-focused sets for older consumers or perhaps sourcing ideas from the community? We won’t need to wait long to find out.

Mega Bloks debuted in 1991, succeeding Tyco as the leading line of bricks compatible with other name brands. While the underlying patents on LEGO’s interlocking brick system expired in 1978, the Danish toymaker took Mega to court in the 90s over similarities with the “studs and tubes” system, but ultimately lost the case with the judge ruling that the specifics of the LEGO brick’s shape “merely performs a technical function and cannot be registered as a trademark.”

The anniversary for said patented brick also happens to be January 28th and is now known as International LEGO Day among fans of other name brands.