The first thing you notice when you go into a Bricks & Minifigs store—there are already over 300 of them, largely in strip malls and shopping centers throughout the US and Canada—are the bins. shelving that isn’t arranged like a toy store. Long, open containers filled with individual At the checkout counter, LEGO pieces are priced by weight and crudely sorted by color and kind using a scale. One wall is lined with display cases containing finished sets in their original boxes, some of which have been out of production for years and are selling for several times their original price.
Thousands of minifigures, arranged according to theme, are kept in labeled drawers. It appears to be a very carefully chosen flea market run by a person who truly enjoys what they are selling. That particular retail setting, which is both informal and enthusiastic at the same time, is a legitimate company making legitimate profits. What many people seem to be looking for when they search for “Bricks and Minifigs stock” is that it is not a publicly traded stock.
There is some sort of logic to the search. Under a franchise model that the McNeff brothers took over in 2018 when it was a small regional concept and transformed into something much more ambitious, Bricks & Minifigs has experienced the kind of growth that publicly traded companies spend years trying to manufacture: from 35 locations to 300 in seven years. In 2024, systemwide revenue surpassed $95 million. Between 2018 to mid-2025, the average franchisee’s quarterly revenues more than doubled from $50,000 to over $121,000.
In 2026 alone, between 70 and 100 new units are anticipated to launch. These figures are not insignificant. These are the kinds of figures that would result in CNBC segments and analyst upgrade notes if they were included with a public company’s quarterly earnings release. They just so happen to be affiliated with a privately held franchise business that is based in Orem, Utah, and was incorporated in Oregon. As far as the public is aware, there are no intentions to alter that status.
Instead of using a stock brokerage account, franchise ownership is the real path to “investing” in Bricks & Minifigs. A $40,000 franchise fee is included in the initial investment, which ranges from $241,000 to $570,000. There are continuing royalties at a rate of 6% and an advertising contribution of 4%. According to the franchise disclosure form, average annual revenues per location surpass $579,000, placing the revenue-to-investment ratio at a range that is generally of interest to franchise investors.
Compared to stocks, it is a distinct type of asset. Less liquid, more operationally demanding, highly reliant on local execution, and needing the owner to be an expert purchaser of old LEGO at competitive pricing. Not all franchise owners are able to cultivate the connections with parents and collectors that are essential to the success of the reselling business. Those who manage stores with above-average sales typically have a thorough understanding of both the product and the local population, in addition to business mechanics.
Over the past ten years, the larger LEGO secondary market in which Bricks & Minifigs operates has grown into a truly fascinating economic environment. On the secondary market, retired LEGO sets—especially larger sets from well-known themes like Star Wars, Harry Potter, and the many modular Architecture collections—appreciate significantly. Once retired, several sets that sold for $200 trade for $400 or $600 because collector demand persists while supply is fixed.
In addition to creating the kind of scarcity-driven demand that sustains specialty retail in ways that mass-market toys do not, this presents inherent inventory management challenges for franchise owners, who must price incoming used sets accurately enough to make margin while remaining competitive with eBay and Facebook Marketplace. The Kirkbi family trust and the LEGO Foundation own the privately held LEGO Group, which is not associated with Bricks & Minifigs. The brand is self-sufficient, relying on the second and third life of goods produced by others to grow its business.
The growth trajectory—35 stores to 300 in seven years, $95 million in systemwide revenue, with 70 to 100 new locations opening in 2026—makes it difficult to avoid feeling that this type of retail is operating in ways that many other niche retail just aren’t. The stores are successful because they cater to a population with limited options and a strong interest in a certain product.
Bricks & Minifigs stock is not available for purchase. However, the franchise opportunity it provides is a genuine investment in a company that has shown that someone has worked out how to scale the LEGO resale market over seven years of compounding growth. It is totally up to the individual whether or not that franchise investment makes sense, but it is at least the correct response to what the majority of individuals looking for a stock ticker were truly attempting to comprehend.
