ToyPro
ToyPro is a privately held e-commerce retailer that sells new, original LEGO spare parts, minifigures, complete sets, and accessories to individual collectors, hobbyists, and builders worldwide via localized storefronts and dual warehouses in the Netherlands and United States.
- Company typePrivate
- Founded2012
- HeadquartersGoshen, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What ToyPro does
ToyPro is a privately held, direct-to-consumer e-commerce retailer that supplies new and original LEGO spare parts, minifigures, complete sets (including retired and exclusive lines), and accessories to collectors, hobbyists, and builders worldwide. The company operates a multi-regional online storefront under two legal entities: ToyPro B.V. (Nederweert, Netherlands) and ToyPro LLC (Goshen, Kentucky), with dual warehouses providing fulfillment for European and North American customers. Its catalog comprises 25,000+ LEGO items across 50+ part categories and 3,500+ unique minifigures, with localized currency, language, and shipping options available across 17+ country storefronts spanning Europe, North America, and Asia-Pacific.
The underlying platform is a self-serve e-commerce site (toypro.com) that supports category and theme browsing, set-number lookup for missing-part identification, gift card issuance, and a ToyPro Credits loyalty program. ToyPro supplements its owned channel with Amazon affiliate links, a weekly email newsletter, and an Instagram-driven community engagement program (#toyprobuilds) where customers showcase builds using ToyPro-sourced parts. The company emphasizes authenticity ("only new and 100% original LEGO products"), in-stock depth, and free-shipping thresholds for larger orders.
Revenue is generated entirely through one-time product sales of LEGO merchandise at unit-level pricing, with no subscription, licensing, or enterprise tier disclosed. The customer base consists of individual LEGO collectors, custom-build (MOC) creators, and set-completionists seeking rare or discontinued items. The business is privately held with no disclosed institutional investors, funding history, or ownership changes, and operates with a lean headcount of 11–50 employees across two continents.
ToyPro firmographics
Firmographics- Name
- ToyPro
- Legal name
- ToyPro LLC and ToyPro B.V.
- Website
- https://toypro.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ToyPro is a privately held e-commerce retailer that sells new, original LEGO spare parts, minifigures, complete sets, and accessories to individual collectors, hobbyists, and builders worldwide via localized storefronts and dual warehouses in the Netherlands and United States.
- Ownership category
- akta.pro rank
ToyPro industry classification
Industry- Product category
- LEGO Spare Parts Retail
- NAICS
- Hobby, Toy, and Game Retailers (459120)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Building Sets & Construction Toys Retail (CRALAFAE)
- akta.pro secondary industry
- Traditional Toy Stores (CRALAFAA)
Keywords
Where ToyPro is headquartered
LocationHeadquarters
- HQ city
- Goshen
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
ToyPro business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales: Direct e-commerce sales of LEGO spare parts, minifigures, and complete sets to consumers and collectors worldwide.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
ToyPro product offering
Product offeringCore offering
ToyPro is an e-commerce retailer specializing in LEGO products, offering over 25,000 individual LEGO spare parts, minifigures, and complete sets to consumers and collectors worldwide. The company operates regional online storefronts in 17+ countries and ships from warehouses in both the Netherlands (primary EU hub) and the United States (Kentucky), providing access to current, exclusive, and retired or discontinued LEGO inventory along with a credits-based loyalty program.
Product overview
ToyPro is an e-commerce retailer specializing in LEGO products, operating as a platform offering multiple product categories: (1) LEGO Spare Parts - individual building pieces across 50+ categories; (2) LEGO Minifigures - individual characters from 80+ themes; (3) LEGO Complete Sets - full construction sets including current, exclusive, and retired items; (4) LEGO Accessories - themed merchandise including Lightailing third-party light sets; and (5) Gift Cards with an associated loyalty program. The company emphasizes a catalog of 25,000+ different LEGO items and 3,500+ unique minifigures, with operations in the Netherlands and USA.
Differentiator
Problem solved
Functional benefit
Products and services
- LEGO Spare Parts Individual LEGO building pieces available for purchase across 50+ categories including bricks, plates, slopes, tiles, Technic parts, windows, doors, minifigure parts, minidoll parts, and specialized components. Designed for LEGO enthusiasts to repair sets, complete collections, or build custom MOCs.
- LEGO Minifigures Individual LEGO minifigure characters from 80+ themes including Star Wars, Harry Potter, Ninjago, Friends, City, Super Heroes, Batman, Disney, Marvel, Collectible Minifigures, and exclusive series. Includes more than 4,000 unique minifigures searchable on the platform.
- LEGO Complete Sets Complete LEGO construction sets including current releases, exclusive sets, and retired or discontinued sets across themes such as City, Technic, Star Wars, Friends, Harry Potter, Creator, Architecture, Ideas, Icons, Marvel, Minecraft, and more. Includes Last Chance and EXCLUSIVE categories.
- LEGO Accessories LEGO-themed accessory products including bags, clothing, food and drinks, jewelry, keychains, Lightailing third-party LED light sets designed to illuminate LEGO sets, plush toys, stationery, storage solutions, and special parts.
- ToyPro Gift Cards Digital gift cards available in denominations of $7.50, $10.00, $25.00, and $50.00 for purchasing LEGO products on the ToyPro platform.
Quantifiable outcome
- 4.5/5 Trustpilot rating with 19,994 reviews
Companies that use ToyPro
Customer profileSegments2 records
Ideal customer profiles2 records
ToyPro technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
ToyPro partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
ToyPro competitors and assessment
Company assessmentBroad incumbents
- eBay: Global marketplace hosting thousands of LEGO parts and minifigure sellers. Competes with ToyPro on price and selection for collectors, particularly for rare/used inventory.
- Amazon: Mass-market e-commerce platform where ToyPro already runs an affiliate channel. Competes on new LEGO set sales and broadly on shipping speed/price for the mainstream portions of ToyPro's catalog.
- The LEGO Group: Manufacturer of the underlying product line ToyPro retails. While not a direct seller in all categories, LEGO increasingly competes through Pick a Brick, BrickLink, and exclusive set offerings.
- LEGO Pick a Brick: LEGO's official channel for buying individual spare parts directly from the manufacturer. A direct substitute for ToyPro's spare parts category, with brand authority and exclusive pieces that ToyPro cannot match.
Others
- Lightailing: Third-party manufacturer of LED light kits for LEGO sets, currently distributed by ToyPro as an accessory brand. Adjacent ecosystem participant that strengthens ToyPro's accessory offering.
Direct peers
- ToyWiz: Independent online retailer of new and collectible toys including a strong LEGO assortment. Comparable specialty e-commerce retailer model, though with a broader toy mix than ToyPro's LEGO-focused catalog.
- Bricks & Minifigs: Franchise-based specialty retailer buying, selling, and trading new and used LEGO sets, minifigures, and parts in physical stores plus online. Closely comparable business model and target customer (LEGO collectors and builders).
- BrickOwl: Online LEGO marketplace connecting buyers with sellers of parts, minifigures, and sets globally. Competes head-to-head with ToyPro's catalog model and targets the same collector builder community.
- BrickLink: Largest online marketplace for LEGO parts, minifigures, and sets, with a global seller community. Directly competes with ToyPro in the LEGO secondary/aftermarket retail space; notably now owned by the LEGO Group, intensifying competitive pressure.
Emerging players
- Minifigs.me: Specialty retailer focused on custom-printed and exclusive LEGO-compatible minifigures. Comparable target customer (collectors/AFOLs) with a differentiated custom-printing angle that partially overlaps ToyPro's minifigure catalog.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
ToyPro social profiles
Digital presenceToyPro financial estimates
Financial estimateRevenue estimate
Valuation estimate
ToyPro leadership team
Management profileNumber of profiles
ToyPro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ToyPro M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ToyPro
What does ToyPro do?
ToyPro is an e-commerce retailer specializing in LEGO products, offering over 25,000 individual LEGO spare parts, minifigures, and complete sets to consumers and collectors worldwide. The company operates regional online storefronts in 17+ countries and ships from warehouses in both the Netherlands (primary EU hub) and the United States (Kentucky), providing access to current, exclusive, and retired or discontinued LEGO inventory along with a credits-based loyalty program.
Is ToyPro a public or private company?
ToyPro is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ToyPro founded?
ToyPro was founded in 2012. It employs 11 to 50 people.
Where is ToyPro based?
ToyPro is headquartered in Goshen, United States, in the North America region.
How does ToyPro make money?
One revenue line is on record: product Sales.
Who are ToyPro's main competitors?
Broad incumbents on record are eBay, Amazon, The LEGO Group and LEGO Pick a Brick. Lightailing is listed as an others. Direct peers are ToyWiz, Bricks & Minifigs, BrickOwl and BrickLink. Minifigs.me is listed as an emerging player.
Does ToyPro have an API?
No public API is recorded for ToyPro.
What industry is ToyPro in?
ToyPro's product category is LEGO Spare Parts Retail. Its primary akta.pro industry code is CRALAFAE, Building Sets & Construction Toys Retail, with a secondary code of CRALAFAA, Traditional Toy Stores. Its NAICS code is 459120 and its SIC code is 5945.