What once seemed like a pastime unrelated to the fluctuations of geopolitics has become another casualty of the trade war. LEGO has suspended its Pick a Brick service in the United States and Canada, the tool that allowed users to buy individual pieces to build or complete custom sets. The reason: changes in import regulations approved by the Trump administration, which eliminate the so-called “de minimis” exemption starting August 29, 2025.
The missing piece in the supply chain
Until now, the exemption allowed products valued at less than $800 to enter the U.S. without paying tariffs. Thousands of Pick a Brick pieces fell into this category: small blocks under a dollar, shipped directly from LEGO’s European warehouses.
With the exemption gone, these pieces now face tariffs and customs controls that increase the product’s cost and complicate logistics. Unable to guarantee reasonable delivery times and costs, LEGO has decided to pull over 2,500 references from its North American catalog.
United States and Canada, treated as a single market
The impact has also extended to Canada, although the country has not changed its tariffs. The reason is that LEGO manages North America as a unified market within its inventory system. As a result, Canadian enthusiasts are also left without access to most individual pieces, frustrating builder communities.
More than a game: the economic dimension of the issue
Though it may seem anecdotal, the suspension highlights the vulnerability of creative and cultural industries to significant trade policies. LEGO, a Danish toy giant, generates over €9 billion annually and maintains a global community that depends on services like Pick a Brick for educational, professional, and design projects.
Analysts point out that the case illustrates how tightening import rules in the U.S. affects European suppliers and complicates the operations of global companies with catalogs fragmented into thousands of low-value references.
Reactions from enthusiasts
LEGO-focused forums, such as New Elementary, have aired user frustration. Some fear that secondary market prices will skyrocket and that custom building projects will become far more expensive. Others see this crisis as an opportunity for LEGO to open additional warehouses in North America and reduce its reliance on European logistics.
A symptom of the tech trade war
International trade experts emphasize that removing the de minimis exemption is part of a wider strategy to pressure China and other competitors amidst a trade and tech war. However, companies like LEGO — which are not Chinese — often find themselves becoming collateral damage of tariff policies.
The result: North American consumers have fewer options, and a European manufacturer is forced to rethink its distribution strategy.
Conclusion
The situation with Pick a Brick serves as a reminder that trade wars impact not only strategic sectors like semiconductors or energy, but also everyday realms like toys. For LEGO fans in the U.S. and Canada, creativity has been put on hold due to a political and economic dispute that goes far beyond a simple plastic block.
Frequently Asked Questions (FAQ)
1. What was Pick a Brick, and why was it so important?
It was an online service that allowed the purchase of individual pieces, highly valued by builders and collectors for completing sets or creating custom designs.
2. What changed with tariffs in the U.S.?
Eliminating the de minimis exemption forces the payment of tariffs and customs procedures even for very small orders, making the service unviable.
3. Why is Canada also affected?
Because LEGO manages all of North America as a single market within its distribution system.
4. Is there an expected short-term solution?
There’s no official confirmation from LEGO, although there’s speculation that the company might open additional warehouses in North America to reduce dependence on Europe.