BFM 89.9
The Business Station
The LEGO Alternative That Went Global Before It Had An Office
35 mins·10:00, 13 May 2026
The LEGO Alternative That Went Global Before It Had An Office
35 mins
·
10:00, 13 May 2026
·
Recommended
43 mins
29 mins
Guest: Wong Keit Sean, Co-Founder, EasternBrick, Bilal Raja, Co-Founder, EasternBrick
LEGO is one of the most valuable toy brands in the world. It is also, for a large portion of its most devoted fans, out of reach — either because the official sets don't go far enough in complexity, or because building a truly ambitious custom creation costs a small fortune in loose bricks.
EasternBrick was built to solve that problem. Founded by Wong Keit Sean & Bilal Raja — both veterans of Lumos, the smart bicycle helmet startup that raised USD 2.9 million on Kickstarter and made Oprah's Favourite Things list — EasternBrick is a LEGO-compatible brick company focused on large, complex sets for adults. Sets that go where LEGO doesn't.
But EasternBrick is not just another alternative brick brand. It's also a quiet act of justice for the independent designers whose creations get stolen by cheap factories and sold without credit or compensation. Sean and Bilal talk to us about building a global D2C business from Malaysia with zero paid marketing, low-seven-figure revenue in under six months, and a pre-order model that has kept the business profitable from day one.
Presenter: Audrey Raj
Producer: Audrey Raj, Sandhya Menon
global from Day 1adult hobbyistcreators economysmeD2Ce-commercebootstrappedcrowdfundingtoysipproduct design
Share:
Recommended
May 12
·
43 minsBudgets Under Pressure: What Smart Marketers Protect
May 12
·
29 minsIt Takes Shallot of Work to Fix Malaysian Agriculture
Recent episodes
0
Latest stories
Podcasts · May 13 · 8:00AM
Nurses on the Frontlines of the Climate Crisis
26 mins
Podcasts · May 13 · 26 mins
Nurses on the Frontlines of the Climate Crisis
Videos · May 13 · 8:00AM
"Government spends RM1700 per second on subsidies" - Economic Adviser, PM's Office | In The Studio
30 mins
Podcasts · May 13 · 4:00AM
Is 19th Century Accounting Why the ‘Bad Guy’ Wins in Capitalism?
36 mins
Podcasts · May 13 · 36 mins
Is 19th Century Accounting Why the ‘Bad Guy’ Wins in Capitalism?