Elon Musk just might be the king of company merch.

First, he scored a major success with logoed hats for his The Boring Company, selling 50,000. Then, he one-upped himself and went totally unique with a Boring Company-branded flamethrower, selling out a run of 20,000 units that were cheekily marketed and labeled as “not a flamethrower” for shipping purposes.

Now, on Sunday, Musk announced his latest soon-to-come merch offering. Interestingly, it’s a bit of genius upcycling, taking excess rock from The Boring Company’s transportation tunnel-digging activities and turning it into kits of interlocking life-size LEGO-style bricks.

New Boring Company merch coming soon. Lifesize LEGO-like interlocking bricks made from tunneling rock that you can use to create sculptures & buildings. Rated for California seismic loads, so super strong, but bored in the middle, like an aircraft wing spar, so not heavy.

— Elon Musk (@elonmusk) March 26, 2018

The kits aren’t for sale yet, but Musk indicated in a tweet that the first one will have a definite theme.

First kit set will be ancient Egypt — pyramids, Sphinx, temple of Horus, etc

— Elon Musk (@elonmusk) March 26, 2018

In another tweet, Musk said the bricks will feature “a precise surface finish, so two people could build the outer walls of a small house in a day or so.”

Photos of the bricks weren’t available Monday, and the price of the kits and the size of the blocks weren’t known publicly. Still, by tease-previewing the forthcoming merch, Musk scores a marketing masterstroke. He creates mystery and a buzz of anticipation that will likely help propel sales of the interlocking bricks.

Keep an eye on Musk’s Twitter for an announcement about when the kits go on sale. By the way, The Boring Company is about much more than merch, of course. Check out the test tunnel the firm is building in Hawthorne, CA, below. More details on how the planned tunnels could help alleviate traffic in vehicle-clogged cities is here.

Source: The Boring Company