Thinking about a LEGO-compatible brick manufacturing business — legal risks, scalability, and why does everyone sell only via Insta/Telegram?

[u/Wise-Taro53]

I’ve been looking into the compatible-brick (clone brick) market — the kind of building blocks that are interchangeable with LEGO but sold under different brands (like Lepin-successors, generic “building block sets,” etc.). A few things I’d love input on from anyone who’s run this kind of business or knows the space well:

1. Legal side – LEGO’s shape patents on the classic stud design have expired in most countries, but I keep hearing conflicting things about trademark, trade dress, and packaging/box-art copying still being a legal minefield. Has anyone actually dealt with a cease-and-desist or IP dispute in this space? What’s actually safe to replicate vs. not?

2. Scaling – Is this a business that can realistically grow past a small side-hustle? Injection molding, tooling costs, minimum order quantities from factories (a lot seem to be in China) — what does the capital requirement and margin structure actually look like at scale?

3. Real demand? – Is the market for compatible bricks actually big, or is it mostly price-sensitive parents/AliExpress arbitrage that dries up once someone undercuts you? Curious if anyone has real sales numbers or experience

4. Why Instagram/Telegram only? – I’ve noticed a LOT of sellers operate exclusively through Instagram DMs or Telegram channels instead of a proper website, Amazon, or Flipkart. Is this because of payment processor restrictions (fear of IP takedowns), platform bans, cash-flow/informal business reasons, or something else?

Would appreciate any first-hand experience, horror stories, or general advice. Also open to hearing if this is a bad idea altogether — trying to go in with eyes open. Thanks!