Mattel Brick Shop Launch
Stoelt Productions brought the Mattel Brick Shop launch to life with a bold, content-first event at Motoring Coffee in Los Angeles. Created for a select group of industry influencers and creators, the activation was kept fully under wraps until the brand's official reveal the following day. From the moment guests arrived, anticipation was meticulously choreographed. The venue was draped in black fabric, and a 60-minute countdown began upon entry, leading up to a main-stage presentation unveiling the Hot Wheels-themed Mattel Brick Shop—a new product in the building sets category, showcasing licensed models from iconic automotive OEMs. Each product was revealed on its own custom pedestal, rotating slowly on a motorized platform to showcase its full design and details.
Inside the venue, the experience was engineered for social sharing and hands-on interaction. Soft lighting panels, mounted cameras, and phone stands enabled effortless content capture at custom build stations. Community-build tables encouraged collaborative model-making, while custom-build stations introduced seven new licensed OEM car models from the collection. Additional features included Speed Build Challenge, a branded step-and-repeat anchored by an 8-foot-long, 50-pound Hot Wheels logo, and eye-catching luxury cars like a Maserati and Acura NSX stationed outside for photo ops. The event set the tone for Mattel’s expansion into building sets, offering a high-design, tactile experience that celebrated innovation, play, and automotive culture.
Mattel Brick Shop Launch
CLIENT: We Are Social (Mattel)
TYPE: Product Launch + Influencer Activation
LOCATION: Los Angeles, CA.
ACTUALIZATION: Stoelt Productions produced the Mattel Brick Shop launch event with a content-first experience to introduce Mattel Brick Shop with a highly stylized space built for hands-on interaction, social sharing, and bold storytelling.
OUR ROLE:
Creative Direction + Event Design
Venue Transformation
Scenic Fabrication
Custom Pedestal Displays with Rotating Product Platforms
AV + Lighting Design + Execution
Interactive Stations with Social Content Integration
Branded Photo Ops
Show Flow Management + Event Logistics
On-Site Production Management + Execution
