Score: 4/100

So to start. 85 percent of the stores are operating at a loss or break even. Their FDD has complete fabrications which they get away with by saying they are estimates. They lead you to believe you can open the store all costs at around 200k when the current is closer to 300 and those number are more since we opened. Their ideas of how to help are to tell owners they are the problem and they should work more and take less so the store can show a profit. The cost to get in has gone from 40k to 65 for a franchise agreement. Marketing has been sending their team to other stores, not the franchise, and shop at them on camera. Effectively telling customers to shop elsewhere. If you ask questions publicly they will file breach of contract and try to ruin your store. The franchise uses predatory practices while over selling the stores and not offering support. Stores that were making 6-700k in sales are now in the 500s due to over saturation. Do not buy in

By: Verified Franchisee

Score: 38/100

My first 5 years in this franchise were fun. It was great to be part of a family of passionate business owners bringing the joy of LEGO to our local communities. Being a young franchise, we had lots of autonomy and lots of collaboration and support for each other. Since then the change in corporate ownership has made things at the franchisee level progressively more difficult. My territories were redrawn at renewal, our market became overstuffed with Bricks & Minifigs stores, my profitability went way down, the call for us to standardize comes with little to no data to back up their decisions. The claim of the leadership team is that every territory is capable of supporting a $1M revenue location, but so far it's just a claim. There are very few current locations that break $1M. When we have pressed them for the blueprint, the steps, actions we need to take in order to realize that kind of revenue it becomes clear there isn't a rubric for it. The business really demands a lot from the owner, and it's not easy to scale that for multiple locations. I love the joy we experience with customers as they engage with employees and re-discover their passion for creating! The excitement in the eyes of kids touches my heart every time! We have a place where people from all walks of life come and feel safe, heard, appreciated, celebrated, and encouraged. That I love! I needed the support of a franchise to get started, and I don't regret the journey, but it sure hasn't been a profitable business experience. It seems that profitability is luck of the draw, not reliably generated by following a standardized system. The brand is there, but the path to profitability doesn't come with it.

By: Verified Franchisee

Score: 18/100

Buyer beware. This company promises a lot and you get little. They don't know how to successfully run a profitable store. Most profitable stores have taught themselves how to turn a profit and have built their own system. The only value comes from being connected to vendors (which you can do yourself) and being connected to other store owners (which you can establish for yourself as well). Not only are they unprofessional and very close to unethical in their systems, they are unprofessional and very close to unethical in how they treat their franchisees. You will be promised a franchise that cares about its own and the chance to enter the "Bricks & Minifigs Family", but once they have your money, you'll be blamed if you don't succeed with their shoddy system.

By: Verified Franchisee

Score: 9/100

Owning a Bricks & Minifigs franchise has been an extremely disappointing experience. In my opinion, there is little to no value provided for the substantial franchise fees. Support is minimal, inconsistent, and often nonexistent, both for new owners and existing stores. Markets are severely oversaturated, with little regard for cannibalization between locations. Leadership does not appear to understand how to actually operate a retail business, especially one that relies on local market knowledge, inventory management, and community engagement. Instead, the focus seems to be almost entirely on rapid expansion so the brand can grow quickly and be sold off, rather than building sustainable, successful stores. National marketing efforts primarily appear to be focused on recruiting new franchisees rather than supporting existing locations. There is little to no meaningful marketing assistance for stores struggling due to oversaturation or market cannibalization, leaving current owners to fend for themselves while still paying ongoing fees. There is no meaningful vetting of franchisees beyond their ability to write a check. Qualified operators with real retail experience are not prioritized. In my experience, there has never been a clear or effective plan to support growth, profitability, or long-term success for owners already in the system. The company is based in Salt Lake City, and much of the corporate staff appears to be made up of family members, friends, and BYU graduates who lack real-world retail or franchise support experience. Input from franchisees with actual experience is routinely ignored, and when concerns are raised, the response is often defensive rather than collaborative. In some cases, experienced owners feel immediately threatened with legal action instead of being listened to. I also believe that the growth development consultant has been misleading to prospective franchisees regarding startup capital requirements, the level of support provided, and the reality of territory protection. Ultimately, you do not want or need this franchise to be successful in LEGO resale. Independent LEGO resale stores can and do succeed without paying high fees for a system that, in my experience, provides little value, poor support, and prioritizes corporate growth over franchisee success.

By: Verified Franchisee

Score: 33/100

The definition of over costed, under supported, and over saturated. This franchisor will make changes to the operations manual with no notifications and then reprimand you for not being in compliance. They will tell you to trust their data, but never share anything. The costs have risen exponentially and they have provided very little value in return. There is no real model, and no proprietary systems. You do not need this franchise to open a resale business, and odds are you could be more profitable and successful doing it on your own. Territories are poorly drawn, they claim to give high level site selection support, but in reality there is none. They do not understand and are incapable of helping you secure the inventory needed to be profitable. They have no real market development plans. Currently it is coasting on the existing buzz around LEGO, but they cannot even tell you how their best performers are really being successful. There are many stores that will go out of business soon. I would be very cautious of ever signing with them. Especially in a market with more than 1 or 2 stores.

By: Verified Franchisee