In a historic mill in Rawtenstall, Lancashire, a company has unveiled an innovative artificial intelligence (AI) system designed to sort and restore secondhand LEGO bricks. The operation, led by WeBuyBricks, is housed on the top floor of the 180-year-old Hall Carr Mill, repurposed from its previous life as a shoe factory.
The technology, called the Brick-o-Matic, is described by CEO Mike Lane as the world’s first AI-powered LEGO sorting machine. The machine is capable of recognizing up to 50,000 distinct LEGO pieces—a significant portion of the estimated 85,000 variations in circulation—and can accurately identify which original set each piece belongs to. It also detects counterfeit or non-LEGO bricks, as well as damaged pieces.
Developed over two and a half years, the Brick-o-Matic uses AI cameras and a conveyor system to scan and sort bricks at a rate of two pieces per second. The company envisions increasing this capacity by adding additional conveyors. The system can organize bricks by type, color, or set, allowing workers to reassemble and repackage complete LEGO sets for resale.
WeBuyBricks operates by purchasing unwanted LEGO collections from individuals through its online platform. Sellers complete a short questionnaire about their bricks’ condition and completeness before sending their LEGO to the Rawtenstall facility for evaluation. Payments are made on the same day the items are confirmed as authentic. Pricing reflects set completeness and condition; full sets command higher offers, though compensation is generally lower than the original retail value.
Resold sets typically cost between 40 to 60 percent of their initial price, offering a more affordable option for buyers. Lane highlights that this approach aims both to reduce waste and to make LEGO accessible to a broader audience, noting that many sets are out of reach for some consumers due to cost. “At £120, a set could be completely out of someone’s realm, but at £24 it becomes accessible for a present,” he said.
The operation is financially supported by the company’s sister venture, WeBuyBooks, which has grown to become one of the UK’s largest secondhand book retailers since its establishment 18 years ago. The book business has helped fund the £1 million investment in the LEGO sorting machine.
The team draws inspiration from industries like confectionery, where automated sorting systems handle small items efficiently. Brad Hacking, head of projects, described how the machine shakes and channels bricks through multiple chutes designated for specific types or colors of pieces.
While WeBuyBricks has not received direct feedback from LEGO, the company has taken legal precautions to avoid trademark issues by carefully managing branding and terminology. Lane expressed confidence that LEGO does not see the resale business as a threat, as its primary market lies with new product sales.
The initiative addresses the challenge of LEGO’s durable, hard-to-recycle plastic and provides a sustainable alternative to disposal. By restoring and recirculating bricks, the project offers a novel approach to combining technology with environmental consciousness in the toy market.