LEGO Certified Store (Bricks World) - VivoCity

What LEGO Certified Store (Bricks World) - VivoCity does

Brix Star Pte Ltd, operating as LEGO Certified Store (Bricks World), is Singapore's oldest and largest specialist LEGO retailer, founded in 2003 with its first store at Ngee Ann City. The company operates an integrated physical-and-digital retail network consisting of six LEGO Certified Stores in prime mall locations (ION Orchard, Ngee Ann City, Plaza Singapura, Jem, Suntec City, and the Resorts World Sentosa flagship spanning 3,165 square feet — the largest LCS in Southeast Asia), two Changi Airport stores (Terminal 3 operating 24 hours and Terminal 4), and a comprehensive e-commerce platform at bricksworld.com offering the full LEGO catalog across 40-plus themed sub-brands including Icons, Technic, Star Wars, Harry Potter, Marvel, Ninjago, Botanicals, and various licensed collaborations.

The company's core product layer is genuine LEGO retail across price tiers (under S$15 to above S$250), augmented by exclusive in-store experiences: Pick-a-Brick walls (small cup S$19.90, large cup S$34.90) available at all LCS stores, and the LEGO Mosaic Maker at Resorts World Sentosa (SGD 161.40) — a photobooth-style machine that captures portraits and produces 4,500 1x1 plates in 5 colors plus assembly instructions for a personalized 48x48 stud mosaic. Bricks World holds an exclusive LEGO Certified Store partnership with The LEGO Group dating to November 2014, granting certified store design, fixtures, and access to exclusive sets released simultaneously with US and Europe.

The business model is direct-to-consumer with four primary revenue streams: (1) one-time LEGO product sales across all channels, (2) experiential and add-on service revenue (Pick-a-Brick, Mosaic Maker), (3) the Golden Bricks online loyalty program (2 points per S$1 spent, redeemable for coupons, 1-year expiry) layered on the Friends of Bricks World membership (auto-renews above S$300 spend), and (4) gift card and value-added services. Customer segmentation spans Kids and Families as the primary segment, plus Adult Collectors, Gift Buyers, and the Custom Builders/MOC Community. The company also pursues ESG initiatives — a 53% reduction in single-use shopping bags (2022), Carbon Neutral certification (2024) via Gold Standard offsets, and Progressive Wage Mark accreditation (2024).

Name

LEGO Certified Store (Bricks World) - VivoCity

Legal name

Brix Star Pte Ltd

Website

https://bricksworld.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

Bricks World (Brix Star Pte Ltd) is Singapore's oldest and largest specialist LEGO retailer, operating 6 LEGO Certified Stores, 2 Changi Airport stores, and a full e-commerce platform selling the complete LEGO catalog with exclusive Pick-a-Brick and Mosaic Maker experiences to Singapore consumers.

Ownership category

akta.pro rank

Product category

Specialty Toy Retail

NAICS

Hobby, Toy, and Game Retailers (45912)

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

• LEGO retail store
• Toy retail Singapore
• LEGO certified stores
• Collectible building sets
• Pick-a-brick service

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Infrastructure, Marketing or Sales, Others

Revenue model

1. LEGO Product Retail Sales: Revenue generated from selling genuine LEGO products both online through the e-commerce website and at physical retail stores. Products include LEGO sets across all themes, exclusive items, and collectibles.
2. Pick-a-Brick Service: Customers can purchase individual LEGO bricks and elements by filling cups - Small cup at $19.90 and Large cup at $34.90. Customers can bring their own cup to save money.
3. LEGO Mosaic Maker Experience: Customers pay SGD 161.40 for a personalized LEGO mosaic portrait experience including the photobooth capture, instructions, and all bricks needed to build the portrait.
4. Golden Bricks Loyalty Program: Members earn 2 Golden Bricks per $1 spent on online purchases, which can be redeemed for discount coupons. Golden Bricks expire after 1 year if not redeemed.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Bricks World operates Singapore's oldest and largest specialist LEGO Certified retailer network, combining 6 mall-based LEGO Certified Stores and 2 airport stores with a full e-commerce platform at bricksworld.com. The company retails the complete LEGO catalog across 40+ themes (Icons, Technic, Star Wars, Ninjago, Harry Potter, Marvel, etc.) and offers exclusive in-store experiences: the Pick-a-Brick custom brick wall, the Mosaic Maker personalized portrait service, and the Friends of Bricks World / Golden Bricks loyalty ecosystem with delivery and click-and-collect fulfilment.

Product overview

LEGO Certified Store (Bricks World) operates Singapore's oldest and largest LEGO Certified retailer, combining a comprehensive e-commerce platform with a physical retail store network. The core offering is the full LEGO catalog spanning 40+ themed sub-brands (LEGO Icons, Technic, Star Wars, Ninjago, Harry Potter, Marvel, Friends, City, Botanicals, and more) plus exclusive in-store experiences: Pick-a-Brick brick-picking walls and the Mosaic Maker portrait service at Resorts World Sentosa. The business model layers a loyalty ecosystem on top—Friends of Bricks World membership offering exclusive pricing and the Golden Bricks online reward points program—alongside e-commerce delivery and in-store pickup services across 6 mall locations plus 2 airport stores.

Differentiator

Problem solved

Functional benefit

Products and services

• LEGO Certified Stores (Physical Retail) Six mall-based LEGO Certified Stores across Singapore operated under license with The LEGO Group, featuring exclusive store design, Pick-a-Brick walls, Brand Ribbon displays, interactive Living Room play areas, and certified staff expertise.
• LEGO Airport Stores Two airport-based LEGO retail stores at Changi Terminal 3 (24hrs) and Terminal 4 (6am-12am), offering traveller-targeted products and gift purchases; member benefits do not apply at these locations.
• Bricks World E-commerce Storefront (bricksworld.com) Full e-commerce platform offering the complete LEGO catalog across 40+ themes, with online ordering, Golden Bricks loyalty integration, delivery across Singapore, and free click-and-collect at 6 store locations.
• Pick-a-Brick Service Custom brick-picking service exclusive to Singapore Bricks World LEGO Certified Stores where customers hand-select individual LEGO pieces from cylindrical canisters. Small cup at S$19.90 and Large cup at S$34.90; BYO cup saves S$2.
• LEGO Mosaic Maker Personalized LEGO portrait experience exclusive to Bricks World's Resorts World Sentosa flagship where customers receive printed instructions and 4,500 1x1 plates in 5 colors to build a 48x48 stud mosaic portrait. Priced at SGD 161.40.
• Golden Bricks Loyalty Program Online loyalty points program where members earn 2 Golden Bricks per S$1 spent on online purchases, redeemable for discount coupons. Points expire within 1 year of earning.
• Friends of Bricks World Membership Paid membership tier offering exclusive discounts, Members Special pricing, early access to new launches, and Golden Bricks earning eligibility. Auto-renews when purchases exceed S$300 during the validity period.
• LEGO E-Gift Cards Digital gift certificates available for purchase online at bricksworld.com, usable as payment for LEGO products. No delivery charges apply, and Golden Bricks are not earned on gift card purchases.
• Home Delivery Service Singapore-only delivery service for online orders with 3-5 business day shipping. Free for orders S$300+; otherwise S$2-S$6 based on order value.
• In-Store Pickup (Click-and-Collect) Click-and-collect service available free of charge at 6 store locations (ION Orchard, Ngee Ann City, Plaza Singapura, Jem, Suntec City, Resorts World Sentosa) with 1-2 business day processing; same-day pickup if stock is available.

Quantifiable outcome

• 53% reduction in single-use shopping bags achieved through bag charge initiative in 2022
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• The LEGO GroupflagshipStrategic or Co-development Partner · 29 November 2014Bricks World operates as a LEGO Certified Store (LCS) under agreement with The LEGO Group. The LEGO Group designs the store layout and experience, provides exclusive fixtures and furniture, and grants access to exclusive sets available simultaneously with US and Europe releases. The first LCS in Singapore opened at Suntec City on 29 November 2014, opened by Her Excellency Berit Basse, Ambassador of Denmark to Singapore.

Scale indicators8 records

Recent moves12 records

Expansion highlights5 records

Broad incumbents

• LEGO Brand Stores: Stores operated directly by The LEGO Group globally. Direct peers in product and customer offering, though owned by the brand itself rather than an independent operator; represents both the brand partner and the largest potential competitive threat to Bricks World's LCS arrangement.
• Hamleys: Iconic global toy retailer with multi-brand assortment and experiential in-store concept (e.g., Hamleys Singapore). Comparable as a destination specialty toy retailer offering LEGO alongside other major brands, but with broader portfolio and broader geographic footprint.
• Toys "R" Us (Asia): Global toy retail brand with Asia operations. Comparable as a broad-line specialty toy retailer competing for the same mall-foot-traffic family/children segment, though with a multi-brand assortment rather than a LEGO-only focus.
• Smyths Toys: Large UK and European specialty toy retailer with broad assortment including LEGO. Comparable as a multi-store destination toy retailer, though operating primarily in different geographies than Bricks World's Singapore-only footprint.

Direct peers

• Action City: A Singapore-based specialty toy and hobby retailer with both physical stores and online presence. Directly competes with Bricks World in the same geographic market and similar customer segment (kids, families, collectors), though with a multi-brand toy assortment rather than single-brand LEGO focus.
• Kiddy Palace: Singapore-based multi-store toy retailer operating in suburban and regional malls. Competes directly with Bricks World in the same local market for kids-and-family toy spending, though with broader category mix and lower price-point positioning.

Others

• Shopee Singapore: Major regional e-commerce marketplace carrying LEGO products among many sellers. Comparable as a competing online channel for LEGO purchases in Singapore, particularly on price-sensitive transactions where Bricks World's delivery thresholds may lose basket share.

Emerging players

• Toy Junction: Singapore-based specialty retailer focused on vintage and second-hand toys, including collectible LEGO. Comparable as a niche specialty toy retailer serving Singapore collectors, intersecting with Bricks World's adult collector and MOC-builder segments.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/bricksworld
• Instagraminstagram.com/legocertifiedstoresbricksworld
• LinkedInlinkedin.com/company/lego-certified-store-bricks-world---vivocity

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LEGO Certified Store (Bricks World) - VivoCity