Build Against the Clock: LEGO Fans Vie for Prizes in National Contest

OREM, Utah and AUBURN HILLS, Mich. – May 18, 2026 – A new challenge is ticking for LEGO® enthusiasts across the nation. Bricks & Minifigs®, the world's largest LEGO resale franchise, has partnered with Santoki, a leading distributor of LEGO-licensed products, to launch a first-of-its-kind nationwide building competition. The event celebrates the release of the new customizable MOC (My Own Creation) Wall Clock, inviting builders of all ages to transform timekeeping into an art form.

Running from May 15 through July 14, 2026, the contest will unfold across more than 240 Bricks & Minifigs franchise locations, creating a simultaneous wave of creativity from coast to coast. This collaboration not only introduces an innovative product but also reinforces the power of community-driven play that lies at the heart of the LEGO experience.

A Nationwide Call to Create

The contest invites participants to step into any Bricks & Minifigs store and let their imagination run wild. Using the new MOC Wall Clock as a base—a 9.5-by-9.5-inch canvas featuring four buildable plates around a central clock mechanism—builders can design a completely personalized frame. The goal is to craft a unique theme, scene, or pattern using their own LEGO bricks and minifigures, many of which can be sourced directly from the stores' famous bulk bins.

To enter, creators simply photograph their finished clock and submit the image by scanning a QR code available in-store. Participants are also encouraged to share their work on social media with the hashtag #SantokiMOCClock, creating a digital gallery of inspiration for the entire community. While the contest is open to all ages, entries from minors must be submitted by a parent or guardian.

A panel of judges will evaluate submissions based on creativity, functionality—the clock must hang on a wall without pieces falling off—and overall design. From there, ten finalists will be selected to advance to a public voting round hosted on Santoki's social media channels, allowing the broader LEGO community to help decide the ultimate winners. The grand prize is a $550 Bricks & Minifigs gift card, with the total prize pool exceeding $1,000 in value, including additional gift cards, swag, and promotional items for top placements.

"We love seeing local communities come together in our stores to participate in events, and this contest creates an exciting opportunity for customers to showcase their creativity while enjoying a family-friendly experience," said Ammon McNeff, CEO of Bricks & Minifigs.

A Strategic Partnership Built on Bricks

This collaboration is more than just a contest; it represents a powerful synergy between two key players in the LEGO ecosystem. For Bricks & Minifigs, it's a testament to its explosive growth and unique market position. The franchise has more than doubled its footprint since 2023, growing from 150 to over 300 locations across the U.S. and Canada, with brand revenue surpassing $95 million last year. Its distinctive buy-sell-trade model, which accounts for roughly half of its revenue, has turned its stores into community hubs for builders and collectors. This model, supplemented by events and new product sales, makes each location a perfect venue for a hands-on, creative initiative like the MOC Wall Clock contest.

For Santoki, the partnership provides the ideal launchpad for its new product line, 'LEGO Time by IQHK™,' and marks its first-ever national contest. The MOC Wall Clock is the flagship product, designed to tap directly into the growing consumer demand for personalization and DIY projects. By leveraging Bricks & Minifigs' extensive retail network and its reputation as a source for bulk bricks, Santoki is ensuring its product reaches its most passionate audience.

"Our partnership with Bricks & Minifigs was a natural fit for this launch," said Beth Muehlenkamp, VP of Product & Marketing at Santoki. "Bricks & Minifigs is widely known for its bins of bulk bricks, which create the perfect opportunity for customers to personalize a MOC clock that is entirely unique to their vision. The MOC Wall Clock is where creative expression meets timekeeping as fans can create again and again for the theme that best fits their room or mood."

Beyond the Box: The Rise of LEGO Customization

The MOC Wall Clock arrives at a time when the culture of LEGO play is increasingly expanding beyond pre-designed sets. The 'My Own Creation' community, a global network of fans who design and share original models, has become a driving force in the brand's enduring appeal. This initiative directly caters to that spirit, providing a functional, everyday object that doubles as a perpetual canvas for self-expression.

This trend is not limited to children. Adult Fans of LEGO (AFOLs) represent a significant and growing market segment, often seeking sophisticated ways to integrate their hobby into their homes and lives. A customizable clock fits perfectly into this niche, blending the playful nostalgia of LEGO with practical home decor. Santoki is betting on the longevity of this trend, with plans to expand the 'LEGO Time by IQHK™' collection for the 2026 holiday season with additional scaled-up timepieces, including a LEGO Brick Alarm Clock and a LEGO Minifigure Alarm Clock.

These products reflect a broader market shift toward personalization and highlight how licensed partners are helping to evolve the LEGO brand. By offering official products that encourage the use of a fan's existing brick collection, companies like Santoki and Bricks & Minifigs are championing a more sustainable and endlessly creative form of play.

More Than a Store: Fostering Local Creativity

At its core, the success of this nationwide contest hinges on the engagement happening within each local Bricks & Minifigs store. These franchises are more than just retail outlets; they are community centers where fans gather for workshops, parties, and shared building sessions. The MOC Wall Clock contest amplifies this role, transforming each store into a temporary design studio where families and individuals can connect over a shared creative goal.

The contest's hands-on nature provides a compelling reason for customers to visit a physical location, offering an experience that online shopping cannot replicate. As builders sift through bins of colorful bricks to find the perfect piece for their clock, they are participating in the discovery and serendipity that has defined the LEGO experience for generations. The public voting element further deepens this community connection, transforming a local building event into a national celebration of the incredible talent found within the LEGO fan base.