Mattel launches an original Xbox building set featuring lights, sounds, and Halo scenes as part of its strategy to tap into gamer nostalgia

Mattel has launched a buildable replica of Microsoft’s Original Xbox, a 3,509-piece collector’s set that recreates the console that debuted 25 years ago at a 1:1 scale and features lights, sounds and scenes inspired by video games such as Halo: Combat Evolved. The new Mattel Brick Shop Xbox Original is part of the toy company’s strategy to expand its presence in the premium building set market and capitalize on some of the most recognizable franchises in entertainment and gaming.

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The launch celebrates the 25th anniversary of Xbox and recreates both the console and its iconic controller, known as “The Duke”. The product is aimed at consumers ages 17 and older and will have a suggested retail price of $329.99.

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Mattel said the set is available for pre-order through selected retailers internationally, including Amazon, Best Buy and Mattel Creations.

What is the Original Xbox launched by Mattel like?

Unlike a conventional miniature, Mattel developed the model at a 1:1 scale, meaning it is designed to recreate the dimensions of the original Xbox.

To achieve this, the set consists of 3,509 pieces and allows fans to build both the console and “The Duke,” the distinctive oversized controller that accompanied the first generation of Xbox.

One of its main differentiating features can be found inside the console. Mattel incorporated three modules featuring scenes inspired by some of the video games associated with the console’s history: Halo: Combat Evolved, The Elder Scrolls III: Morrowind and Psychonauts.

Each module can be removed from the structure and displayed individually.

The set also includes 12 NanoWorld figures related to the titles represented in the model, reinforcing its appeal to collectors and video game enthusiasts.

Lights and sounds are activated through “The Duke” controller

Mattel went beyond simply recreating the exterior appearance of the first Xbox. The company incorporated several interactive features designed to recreate elements from the video games.

The “The Duke” controller serves as the key to activating these features.

When its buttons are pressed, the scenes hidden inside the console light up and play music related to the video games represented.

There is also a secret button combination that activates a special lighting sequence, according to information released by Mattel.

With these features, the company aims to make the product both a building experience and a display piece for collectors.

Mattel celebrates 25 years of Xbox

The decision to recreate the Original Xbox comes as Microsoft celebrates a particularly important anniversary.

The first Xbox launched in 2001, marking Microsoft’s entry into the console business and eventually becoming one of the leading brands in the global video game industry.

Its black design, green logo and “The Duke” controller became some of the most recognizable visual elements of that first generation.

The launch of Halo: Combat Evolved also played a fundamental role in building Xbox’s identity, which is why Mattel incorporated references to the game into its new replica.

“Whether it’s legendary supercars, beloved entertainment franchises or iconic video games, Mattel Brick Shop is dedicated to transforming the brands and moments that define culture into premium building experiences,” explained Ted Wu, Senior Vice President and Global Head of Vehicles and Building Sets at Mattel.

The executive said the team sought to recreate the details of the original console while adding hidden features for Xbox fans.

Mattel Brick Shop expands its catalog into video games

Mattel Brick Shop was launched in 2025 as the company’s new bet on the building set market.

Since then, the brand has expanded its catalog through collaborations and licensing agreements linked to different industries.

Recent additions include Masters of the Universe sets, licensed vehicles from automakers and the Halo Warthog, inspired by the original Halo trilogy.

From Barbie and Hot Wheels to Xbox: Mattel seeks new collectors

Mattel has a portfolio that includes brands such as Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO, Masters of the Universe, Matchbox, Monster High and Polly Pocket, as well as properties used through licensing agreements.

With Mattel Brick Shop, the company is bringing some of that experience into a space where toys, entertainment, automobiles and video games converge. The 3,509-piece Original Xbox is one of the most ambitious examples of that strategy: it recreates a life-size console, includes references to three video games and uses the brick-built controller itself to activate interactive features.