Mattel Unveils $330 1:1 Scale Xbox Brick Set for 25th Anniversary

Key points

• Mattel's Brick Shop line is launching a 1:1-scale model of the original Xbox console, featuring 3,509 pieces.
• The set includes a replica of the original 'Duke' controller, which triggers lighting effects in the console's interior.
• Inside the console are three removable dioramas representing Psychonauts, Halo: Combat Evolved, and The Elder Scrolls III: Morrowind.
• The product is priced at $329.99 USD, with pre-orders available at Amazon, Best Buy, and Mattel Creations.
• The set officially launches on October 16, 2026, as part of a broader wave of 25th-anniversary merchandise.

Background

This release is part of a broader 25th-anniversary celebration for the Xbox brand, which began in August 2026. Earlier this year, Microsoft introduced software updates including voice capture for game clips and a 1,000-game wishlist, alongside free community-designed avatars and themes. The physical brick set joins other recent announcements, such as an IKEA product line and a McDonald's campaign, indicating a multi-channel marketing push to commemorate the console's legacy.

How outlets are covering it

TrueAchievements emphasizes the visual appeal and interactive features of the set, noting that while the $330 price tag is steep, the 1:1 scale and lighting effects make it a compelling collector's item. Mattel's corporate announcement frames the product as a premium display piece that recreates the console with lights, sounds, and hidden game scenes, highlighting its availability at major retailers like Best Buy and Amazon. Both sources agree on the core specifications, but TrueAchievements offers a more consumer-focused perspective on the value proposition, whereas Mattel focuses on the brand's heritage and product quality.

Why it matters

The release of a high-priced, 1:1-scale console replica signals a shift in how gaming hardware is marketed to collectors and enthusiasts. By partnering with Mattel, Microsoft is leveraging nostalgia and premium physical goods to maintain engagement with its 25-year legacy, moving beyond digital software updates to tangible, interactive experiences that appeal to a broader audience beyond just active gamers.

What to watch

The set is expected to launch on October 16, 2026. Consumers can currently pre-order the product through Amazon, Best Buy, and Mattel Creations. As part of the ongoing 25th-anniversary celebration, additional merchandise and software features may be announced in the coming months, though no further details have been confirmed.