After 27 years championing diversity in a male-dominated hobby, The Brick Chick’s redesigned site puts every builder first

Canada (March 5, 2026) — The Brick Chick, one of Canada’s longest-standing voices in the brick-building community, launches its redesigned website at thebrickchick.com on Monday, March 9, creating a dedicated digital home where builders of all backgrounds can connect, discover resources, and find genuine belonging in the hobby.

Founded in 1999 when Jenn Just, the brand’s creator and face, began selling LEGO bricks online, The Brick Chick grew into one of Canada’s largest BrickLink storefronts. 

What began as an online resale business evolved into something far more significant: a community platform dedicated to the idea that brick building is richer when it reflects the full spectrum of people who love it. The relaunched site brings that mission to life with streamlined navigation, curated resources, and an experience built for the community first.

“This website is for every builder who ever felt like they didn’t belong in this space,” said Jenn Just, founder of The Brick Chick. “Whether you’re a woman, neurodiverse, 2SLGBTQIA+, disabled, or just someone who never thought LEGO was ‘for you,’ I built this for you. After nearly three decades, I’m finally able to say that out loud.”

The redesigned website reflects Jenn’s long-held belief that the brick-building hobby must become more inclusive. It features organized, accessible inventory and resources to help builders quickly find what they need, alongside community-centered content that spotlights underserved and marginalized voices, including women, neurodivergent enthusiasts, and 2SLGBTQIA+ builders. Rounding it out is honest, first-person education and storytelling from an industry veteran committed to transparency.

The Brick Chick invites builders, collectors, and newcomers to the hobby to explore the relaunched site and join a community dedicated to making brick building more welcoming, accessible, and representative for all.

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About The Brick Chick
The Brick Chick is a Canadian brick-building brand and community platform founded in 1999. What began as one of Canada’s largest BrickLink storefronts has grown over 27 years into a purpose-driven hub dedicated to inclusion, community, and helping builders of all backgrounds find their place in the hobby. The Brick Chick is especially committed to amplifying the voices of women, neurodivergent individuals, 2SLGBTQIA+ enthusiasts, and people with disabilities within the brick-building community. For more information, visit thebrickchick.com. 

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