Bricks & Minifigs Launches LEGO Clock Design Contest
Mursal Rahman — June 16, 2026 — Business
References: prnewswire
Creative retail competitions are transforming stores into destinations where consumers can actively participate rather than simply shop. Bricks & Minifigs and Santoki are encouraging LEGO fans to design personalized MOC Wall Clocks through a nationwide in-store contest that combines customization, social sharing and community engagement. Participants can build unique clock designs, submit their creations for judging and compete for prizes while showcasing their creativity. The initiative also introduces a customizable product that can be redesigned multiple times, extending its appeal beyond a single purchase.
This approach highlights how retailers can strengthen customer relationships through interactive experiences that encourage repeat visits and user-generated content. By blending product sales with hands-on activities and competitive elements, brands can create stronger emotional connections with consumers while increasing store traffic. The model also demonstrates how hobby and fan communities can be activated through experiential marketing, turning customers into creators and brand advocates who help generate awareness both online and in physical retail environments.
Image Credit: Bricks & Minifigs®; Santoki
This approach highlights how retailers can strengthen customer relationships through interactive experiences that encourage repeat visits and user-generated content. By blending product sales with hands-on activities and competitive elements, brands can create stronger emotional connections with consumers while increasing store traffic. The model also demonstrates how hobby and fan communities can be activated through experiential marketing, turning customers into creators and brand advocates who help generate awareness both online and in physical retail environments.
Image Credit: Bricks & Minifigs®; Santoki
Would in-store build contests make you visit more often?
Helps decide whether to invest in hands-on in-store events, what formats drive visits, and whether customizable hobby products are worth stocking.
1 / 3
When was the last time you joined an in-store event at a shop?
2 / 3
If a store ran a build contest, how likely would you be to visit?
3 / 3
Which in-store activity would most likely get you to stop by?
Trend Themes
-
Participatory Retail — Stores are becoming creative venues where shoppers contribute designs, content and feedback, opening new models for loyalty, data collection and community-led product development.
-
Modular Customization — Redesignable products with interchangeable elements extend purchase value and support recurring engagement through personalization, add-ons and evolving consumer expression.
-
Fan-led Marketing — Hobby communities generate authentic awareness when contests and social sharing turn customers into creators, advocates and contributors to brand storytelling.
Industry Implications
-
Toy Retail — Hands-on competitions and collectible customization create differentiated store experiences that increase repeat visits while connecting product sales to creative participation.
-
Experiential Marketing — Brand activations built around user-generated creations blend entertainment, commerce and social amplification, making physical campaigns more measurable and shareable.
-
Home Decor — Customizable functional decor such as buildable clocks introduces playful personalization into everyday interiors and creates opportunities for products that evolve over time.
9.2
Score
Popularity
Activity
Freshness
