In an exciting development for eco-conscious families and LEGO enthusiasts alike, Sort A Brick, a Lithuanian startup, has successfully raised €1.15 million to enhance its innovative AI-driven LEGO brick sorting service. With plans to launch operations in Germany by 2025, the company aims to revolutionize how families reuse their old LEGO collections while contributing to sustainability.
The unique business model of Sort A Brick focuses on reducing waste and providing a cost-effective solution for families looking to breathe new life into their unused LEGO bricks. The startup offers a comprehensive service that not only cleans and sorts customers’ LEGO collections but also repackages them into original or custom sets. As co-founder Aurimas Slapšys explains, “Millions of LEGO bricks sit unused in boxes because neither kids nor parents want to sift through them. We help by cleaning and sorting customers’ brick collections, then using our proprietary software to suggest new models to build.”
The inception of Sort A Brick arose from co-founder Ilya Malkin’s realization of the waste associated with traditional LEGO usage in his family. “I love LEGO toys for my kids, but they would often build each model once and then ask me to buy a new set,” he shared. This cycle not only proved costly but also contributed to the growing issue of plastic waste, as most LEGO bricks are made from non-recyclable ABS plastic.
The financial boost comes from a combination of investments, including the Baltic-focused VC fund Firstpick, several angel investors, and an initial investment of €200,000 from the founders. Mantas Mikuckas, co-founder of Vinted, underscored the potential of circular business models like Sort A Brick, stating, “Circular businesses have huge potential because they address real problems while also cutting CO2 emissions.”
At the heart of Sort A Brick’s operations is a proprietary AI system capable of analyzing LEGO bricks to identify potential new models from existing collections. The sorting process resembles an automated assembly line, where advanced technology cleans, groups, and sorts the bricks efficiently. Malkin elaborated on this innovative approach: “The core technology is a computer vision algorithm that can recognize the different bricks and identify possible combinations.”
With this funding, Sort A Brick is poised to invest in prototype machinery, further enhance its computer vision capabilities, and conduct market tests. Malkin added, “We are currently preparing to raise additional funding to upgrade our technology to automatic operations, increase capacity, and improve the product experience for our customers.”
By spring 2025, the startup plans to seek an additional €2.5 million to support its growth ambitions and expand its services across Europe, beginning with a limited launch in Germany this October.
Editorial Perspective
The potential impact of Sort A Brick on both the toy industry and sustainability is noteworthy. In an age where environmental concerns are increasingly pressing, this startup’s approach to prolonging the life cycle of LEGO products is commendable. Families are looking for ways to be more environmentally responsible, and Sort A Brick offers a viable solution that aligns with these values.
Moreover, the use of AI technology to facilitate sorting and repurposing LEGO bricks is not only innovative but also positions the company at the forefront of a growing trend in circular economies. As the startup prepares for its launch and subsequent expansion, it stands to become a leader in transforming how we think about toy ownership and waste.
The passion exhibited by the founders, combined with strategic financial backing, puts Sort A Brick in an advantageous position to make a meaningful difference in the toy industry and beyond. It is exciting to see how they will navigate the challenges ahead and inspire families to embrace sustainable play.
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