Inside Brick Fest Live at the NEC in Birmingham (Image: Submitted)
An event dubbed as the “world’s largest hands-on LEGO event” has been called “bleak” by visitors, drawing comparison to the viral Willy Wonka experience in Scotland.
The event took place at Birmingham’s NEC from May 25 to 27, offering families a unique experience with “mindblowing creations from all over the world.”
Originating from the US, the event has gained a cult following and promised attendees, both children and adults, that they would be “amazed by life-sized LEGO models and hands-on building activities.”
However, disappointed Lego fans reached out to Birmingham Live and vented their frustrations on social media after being greeted by a sparse room.
Inside Brick Fest Live (Image: Supplied to BirminghamLive)
A Midlands mum who attended the event’s final day on May 27 likened it to “Willy’s Chocolate Experience”, a viral Glasgow event that garnered attention for all the wrong reasons when families were met with sad-looking props and a bouncy castle.
Lego enthusiast and Youtuber BlockPartyUK also shared a video of his experience at the event, which amassed more than 14,000 views in one day and hundreds of comments from fans who felt the same.
Brick Fest Live organisers have acknowledged to The Sun that they recognise “elements of the show that are not of satisfaction for this sector of customers” and have confirmed their commitment to responding swiftly to customer feedback.
A mum from the Midlands, who chose to remain anonymous, shared with BirminghamLive her family’s letdown: “It’s as bad as that Willy Wonka experience in Scotland, hardly anything there, both of my kids were so disappointed. I heard some people making official complaints. We thought it would be a nice treat for the half term, we all left so disappointed. It was terrible.”
She also remarked that the event was “as bleak as the pictures look.”
Inside the Glasgow Wonka experience. (Image: SWNS)
A disheartened father commented on BlockPartyUK’s Youtube video, expressing his dismay: “Drove from Sheffield with my 10-year-old who was so excited to see rare lego, custom minifigs etc. Could’ve cried for him when we had walked around the whole thing and he asked but where the LEGO stalls were.”
Another visitor chimed in with their own grievance: “We drove over two hours from Leeds and as soon as we stood at the entrance I was amazed how bad it looked, having walked round it was even worse.
“We spoke to the organisers and complained and was given an email to send a message to about getting a refund as it wasn’t as advertised as you say.”
The NEC website lists the ticket prices as £18 for general admission, £25 for flex admission, and a premium £35 for VIP access.
The event blurb for Brick Fest Live boasts: “For the first time ever, the world’s largest hands-on LEGO event of its kind catapults from the US to make its UK debut at the NEC Birmingham this Spring. Brick Fest Live will be in Birmingham on 25 to May 27, with over a million LEGO bricks on display and ready for play.
“Brick Fest Live allows families to enjoy mindblowing creations from all over the world made entirely of this timeless toy. Children and adults will be amazed by life-sized LEGO models and hands-on building activities assembled to set the imagination free. Brick Fest Live will also feature a marketplace where avid builders will be able find rare collectibles not available anywhere else.”
Visitors were promised the “world’s largest hands-on LEGO event” (Image: Getty)
BirminghamLive attempted to contact the organisers of BrickFest, only to be directed to the UK representatives. They then received an automated response seemingly aimed at attendees of a UK Brick Fest Live event.
The automated message stated: “Thank you for reaching out to Brick Fest Live and for your patience as we address your concerns. We sincerely appreciate you bringing this matter to our attention and apologize for any disappointment you experienced at our UK event. Your feedback is important to us, and we want to ensure that you receive the assistance you need.”
In a comprehensive statement to The Sun, the organisers of Brick Fest Live stated: “Brick Fest Live originated in the US, where it’s been highly successful for nearly a decade.
“In the last month, there have been tens of thousands of guests that have been through this event in Edinburgh and Milton Keynes, with children and families taking part in this interactive, hands on festival.
“Where many have given us positive feedback, we are aware that Brick Fest Live is potentially not delivering for adult level enthusiasts, and there are elements of the show that are not of satisfaction for this sector of customers. Brick Fest Live originated in the US, where it’s been highly successful for nearly a decade.
“In the last month, there have been tens of thousands of guests that have been through this event in Edinburgh and Milton Keynes, with children and families taking part in this interactive, hands on festival.
“Where many have given us positive feedback, we are aware that Brick Fest Live is potentially not delivering for adult level enthusiasts, and there are elements of the show that are not of satisfaction for this sector of customers.”
ExpressOnline has contacted the NEC group for a comment.