Pokemon is coming to Lego!
Today we have a short post regarding the exciting news of Lego and Pokemon coming to terms for a new theme slated for release in 2026.
This is really exciting news for fans of Pokemon and Lego as Mattel and Mega Blocks owned the exclusive rights to the intellectual property (IP) since 2017. While we do not have specifics regarding sets or release dates, this partnership is a major addition to the expanding list of popular IP’s that Lego has exclusive rights to.
Just in case you have not seen the 14 second official sneak peak video from Lego, you can watch it below
This next section is pure speculation on my part so take it with a grain of salt….
I’m sure these contract negotiations have been in the works for awhile and Mattel knew they lost. I also believe this decision did not sit well with them and that’s when they decided to double down on the construction toy category. It was in January of 2025, when they officially announced the Mattel Brick Shop with a bold statement about disrupting the status quo and proceeded to take some not so subtle jabs at Lego regarding value and price. Obviously, Lego landed the hardest punch so far with the Pokemon announcement that rocked the AFOL community this week.
But was it a knock out punch? Only time will tell and that will be based on a few simple factors.
Can Mattel deliver a quality product that can compare with the Lego standard of excellence that has made them the most profitable toy brand in the world?
Fun fact: Lego surpassed Mattel as the most profitable toy brand in the world in 2024
Mattel has a massive line of IP’s in their portfolio, including Barbie, Hot Wheels, American Girl just to name a few. If they can create a high quality product and capitalize on the IP’s they currently own, they can most likely create a niche for themselves.
I think the best case scenario for Mattel would be to hone in on areas that Lego is not focusing on. Mattel is a large and successful toy company overall, but to compete with Lego head on specifically in the construction toy line is just not a realistic goal, at least in the short term. Interestingly enough, Mattel also has a partnership with Formula 1 racing with its Hot Wheels line. While not a direct competitor with Lego at the moment, they could expand the Hot Wheels line into buildable models to compete directly with Speed Champions and Technic. Hmmm….
Mattel has been mum up to this point regarding the specifics of upcoming sets, only saying the first wave of products will be available in May 2025.
What you do think about Pokemon coming to Lego? Will you consider buying any of the new products from Mattel? Or are you a Lego purist and completely disregard sets from the Mattel Brick shop?
Do you agree with my opinions above? Or do you see this differently than I do? I would love to engage in some friendly dialogue. So please let me know your thoughts in the comments below.
Until next time AFOL’s….