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.

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