Redefining personalization in the LEGO universe

Sometimes, with enough luck, talent, and hard work, your hobby can become your job. Take for instance Garett Milks, founder of The Minifig Co. in Kingston, Washington. As a kid, Garett loved LEGOs and eventually, he began crafting his own custom minifigures. He officially started his business in 2014. Today his company employs seven people and runs seven Roland DG VersaUV LEF-series UV printers to keep up with the demand for his designs.

We talked with Garett about how he turned his passion into a thriving business, what trends he sees in LEGO customization, and how having top-of-the-line customization equipment allows his company to out-print the competition.

How did you get the idea to sell customized minifigures?

Garett Milks: I've had a passion for LEGO and a deep interest in artistic expression since childhood. In 2011, I started crafting my own custom minifigures, and by 2014, I officially established The Minifig Co. While in college, I continued to develop the business, even acquiring my first Roland DG LEF Series benchtop flatbed UV printer in 2015, which is still in use today!

How has your product line changed/evolved over time?

Our product focus has always centered around LEGO products. However, over time, we've expanded our offerings within the LEGO product category to include tiles, bricks, and accessories. We've also made strides in our printing capabilities, experimenting with printing on up to 12 surfaces on a single minifigure.

How have your facilities evolved?

From its humble beginnings as a one-person operation within an apartment, The Minifig Co. has grown substantially. We now have a team of seven employees working across two buildings, totaling over 7,500 square feet of workspace.

What made you decide to invest in your first Roland DG device?

I discovered Roland DG through online research in 2013 and received my first print sample in 2014, which solidified Roland as the top choice for our needs. The machine's setup, size, and resolution were crucial factors, and the exceptional support from our local distributor played a significant role in our decision.

Which Roland DG devices do you have in your shop now?

We started with a VersaUV LEF-12 benchtop UV printer. Within a few years, we added two LEF-300s, followed by an LEF2-300 and two more LEF2-300s in the subsequent year. Last year, we expanded our fleet further, adding our seventh LEF printer.

How are the newest devices helping you with your production needs?

Having multiple LEF printers at our disposal allows us to meet the demands of our customers more efficiently. The flexibility of these machines enables us to quickly switch between different tasks to accommodate various printing requirements.

How are the ECO-UV inks performing for you?

Roland DG's ECO-UV inks have been exceptional for our specific needs. We've used several versions, as well as the company's V-BOND UV inks, and all of these formulations produce vibrant colors and excellent adhesion on our ABS-based products.

Please describe a typical order.

Our average order size in our e-commerce store typically consists of 12 items, but we often receive orders for 50-60 or more items. For client or corporate orders, the quantities can reach into the hundreds or even thousands.

What is your typical workflow?

Our workflow begins with research and design, followed by team members preparing the LEGO parts needed for printing. These parts are placed in specially crafted print fixtures made in-house. Given that we print on up to 12 surfaces of a LEGO minifigure, fixture changes are often necessary. After printing, we proceed with assembly and then fulfill the orders.

Please describe your client base.

Our client base is diverse and includes individuals of all ages. Surprisingly, our most loyal customers are in the 30-40-year-old age group. Our customers span generations, with younger kids purchasing through parents, teenagers buying for themselves, parents buying for their children, and even grandparents purchasing for their grandchildren. It truly is a family affair!

How do your clients find your company?

Most of our clients discover us through social media and word of mouth, but online search also drives a significant amount of traffic to our website.

What are some of your most popular products these days?

Our historical-themed products, such as those inspired by 20th and 19th-century wars, have consistently been popular. We also offer pop culture-themed minifigures and general minifigure builder parts that continue to attract customers.

Are there any minifig trends you are seeing heading into the new year?

A growing trend we've noticed is the demand for custom accessories and intricate printing and detailing on minifigures. Our ability to print on the interior of LEGO legs, for example, has gained popularity, and others in the industry are starting to adopt this approach.

With all the competition out there, why do you think your customers choose to purchase from The Minifig Co.?

We believe our customers appreciate the unique brand experience we offer, as well as our commitment to delivering the highest overall quality. Our meticulous packaging, presentation, and production set us apart. Additionally, our Roland DG printers play a crucial role in distinguishing us from the competition; our print quality, refined through years of testing, is unmatched.

What lies ahead for The Minifig Co.?

Our focus remains on growth and expanding our printing capabilities. We are also actively developing custom accessories in our new second facility to continue providing innovative, high-quality products to our customers.