Connecting Joy and Creativity in Roseville

Two Danish words, “locked” together meaning “play well,” have become the beloved plastic toys we all know as LegoⓇ pieces. While the term became official in 1932 and has existed essentially in its current form since 1958, the draw for children and adults alike has persisted due to the ever-changing, playful, creative experience they unlock. 

A new center for that LegoⓇ adventure is Bricks & Minifigs Roseville, a national franchise that opened its 100th location in February 2024 at Roseville’s Lexington Plaza Shoppes.

“Bricks & Minifigs is a physical place where persons and families of all ages can come together and spark joy and creativity,” said Mindy Warland, who co-owns the Roseville location with her husband, Rob. “These characteristics are present in everyone, and LegoⓇ creations bring them out of everyone!”

LegoⓇ Excitement

While Bricks & Minifigs Roseville is built on a model based on buying and trading with others with a motto to “rebuild, reuse and reimagine.” But the store experience is anything but recycled. People of all ages can peruse bulk tables to find missing pieces for personal sets, build new creations, or find new or retired complete sets. Old LegoⓇ collections can find a home there, as individuals can sell or trade in their old collections.

“So many people have used and well-loved LegoⓇ infused in childhood and family memories, and our store allows them to help others have similar experiences,” said Warland. “I love to see the excitement when someone, no matter their age, finds that set or piece they’ve been looking for.”

The Warlands commented that the February grand opening was an excellent testament to the Roseville community’s support for small businesses.

“People were in line three hours before opening, and the door literally stayed open until 15 minutes before closing,” said Warland.

Family business

The Warland’s interest in Bricks and Minifigs is rooted in a family love of LegoⓇ itself, with their oldest son always intrigued with them, even finding a franchise in Phoenix while on a family vacation. The store fit Rob and Mindy’s longtime interest in starting a business venture that could involve the whole family. The Bricks and Minifigs concept meshed with the nonprofit createMPLS, which Rob has led as Executive Director since 2019, which also focuses on preparing youth for rewarding careers through accessible STEM learning programs. They met with franchise leadership in July 2023, and a Roseville location was a prime territory.

“We wanted to be in a business where our children could be involved in learning entrepreneurial and business skills while we could also support all children in the educational needs for in-demand careers using LegoⓇ education,” said Warland.

Roseville is for small businesses

As Roseville residents, the Warlands were thrilled to have a business opportunity near home, and that feeling grew as they met many of the tenants at the Lexington Plaza Shoppes. Read more about some of these dynamic businesses, such as Cafe Meow, Fade to Black, Namaste Brows and more.

“It was a joy to network with other small business owners in Roseville, who had extremely positive reports about their experience here,” said Warland. “Entities like the Roseville Business Council, City of Roseville and Chamber of Commerce were extremely helpful in making the idea of starting a business for first-time owners seem less imposing.”

Increasing the build

The Warlands are currently focused on expanding their inventory of LegoⓇ pieces and sets through a primary vendor of current LegoⓇ products and LegoⓇ-adjacent products like lighting kits and custom minifigs. However, over 90 percent of their stock actually comes from their customers.

They are also focused on events and classes to be held in their party room, which is perfect for birthday parties, summer classes, educational programs, Lego User Groups (LUG) and Adult Fans of LEGO (AFOL) gatherings. 

Overall, the Warlands could not be happier with the first three months of Bricks and Figs.

“The common theme we have experienced, from repeat and new customers alike, is joy,” said Warland. “I do not think you can be angry in a LegoⓇ store!”

The Roseville Economic Development Authority supports entrepreneurs and small businesses like Bricks & Minifigs through its services, resources and connections to make owning and operating their endeavors easier. Contact us today to see how we can help today!

"The Roseville Economic Development Authority (REDA) coordinates and administers economic development and redevelopment initiatives for the City of Roseville, MN. It serves as a comprehensive resource for businesses seeking to startup and grow in the area. In addition to prioritizing business retention and expansion, the REDA connects area employers with the dedicated and talented workforce they need to succeed and thrive."