Ted Talks – LOZ 4 LULZ

Hey Kentucky! Welcome back to the Manifesto and more importantly to our regular feature Ted Talks, where friend of the blog and bon vivant Ted Andes shares his wit and wisdom on a wide variety of topics.  Without further ado, take it away Ted!

“I’m just waiting for my man.”

Many regrettable life decisions have been made after an acquaintance says something like, “Hey. I’ve got something really cool that you might be interested in.”  It is usually something taboo, like in those cautionary tales of an “after-school special”, or shown in a public service ad; “Just Say No.”.  Of course YOU would never consider doing such things, and yet here you are.  It is no longer hypothetical. Someone has “the stuff” conveniently placed in front of you, right here, right now.  What do you do?  There is no harm in having a little taste, right?… But that little taste is all it takes.  You have just become another statistic, jonesing for your next fix.  I’m not talking about the dangers of playing MMORPG-style video games, or putting back a couple shots of Malört.  I’m talking about what lurks in the deepest, darkest, yet most adorable corner of the LEGO clone brick underworld. I’m talking about LOZ.

 “Ahhhh… That’s the stuff.”

For those not familiar with LOZ, here are some links to their websites.  I would guess that the vast majority of you reading this would walk the path of the righteous, and not give these parts a second thought; “Yet another Chinese company blatantly knocking off LEGO sets?  And knocking off the alt-build designs of AFOL’s too? Boooooo!!!” That’s what I had thought too… but there is a catch that you might not have expected from seeing the photos of their pirated sets; all of their parts have been shrunken down to 3/4 the scale of their LEGO sized counterparts.

Customer Site: LOZ Diamond Building Blocks iBlock Fun | Loz-blocks

Corporate Site: http://loz.en.alibaba.com/ (scroll down to watch their corporate video)

Zhenfeng toys – “20years – Plastic toys, Building block & Baby potty / With Rich Professional Experience”

Based on their corporate website, it looks like LOZ is mainly focused on targeting the European markets.  The numbers seem too evenly balanced on their map (almost everything is set at 10%), so who really knows for sure.

Flint Griffin (a.k.a. “Random Vector”) was the acquaintance giving out demos at Brickworld Chicago to anyone who wanted to give them some play; “You want to see the most adorable bricks ever? It will blow your mind!” he said, or something to that effect.  “If you build something cool with them, I’ll even let you keep the MOC.”   The first time he beckoned, I was still busy getting that darned speeder coaster to work.  Once Saturday’s public display hours had ended, however, I needed a little something to take the edge off.  “Give me a hit of that micro play brick, will ya?”


“Psst. Over here….  Aren’t these the most adorable bricks you’ve ever seen?”

Huddled around a back table at Brickworld, we gathered and played with Flint’s random pile of LOZ.  Once the visceral reactions to these being pirated bricks had subsided, the novelty of these pint-sized parts shined through. For those of us that have the LEGO parts catalog ingrained into our psyche when we build, the transition to using LOZ was relatively seamless.  Whenever I started wondering if LOZ had made such-and-such a part, sure enough I found it on the table; Pneumatic T’s? Technic bricks? Clips with bars? Click-hinges? Dishes? Travis (Jr.) bricks? Printed BrickHeadz eyes?  Yes to all.  LOZ has made a three-quarters-scale copy of most new LEGO parts you might wonder about… and of course in the typical LEGO colors.  It really was just like building with shrunken down LEGO parts.  (I’d be curious to see the reactions of people who thought they were actually buying standard scale LEGO knock-offs, only to find much smaller bricks upon receipt… priceless).  They even have some of the parts you always wished LEGO would make, like double-sided plates with studs on both sides.

This sharing (plagiarizing) of the LEGO parts catalog is both a blessing and a curse.  Many times sitting at the table, I was thinking “I’ll just stop here and finish the rest at home with my own LEGO parts… Oh wait. I can’t. These aren’t LEGO, and mine won’t work with them.”   Putting random pieces together, I noticed that the part quality was really good. The only breakage I had witnessed was on a small chain linkage, which was understandable. The parts can be really difficult to both assemble and separate at that scale, so having their 3/4 scaled brick separator would have definitely helped at the time (they do actually make one!).

Before playing with these LOZ bricks, I would never have given them a second thought.  No way would I ever be interested in messing with them, let alone buy them. Who needs them? Who cares?…  But in the setting of a brick convention, they made for the prefect curiosity; a jigsaw puzzle, drawing like-minded builders around a table together to “MOC and chill”.  Part, part, pass.

“Stop and think about everyone you are hurting.”

LOZ were brought back into my consciousness a couple weeks ago, after I saw a post on flickr about the latest LOZ set; a knock-off of the LEGO VW Beetle and Gerald Cacas’s alternate build.  Here are the links to do the comparison; LOZ  Vs  “My alternate MOC was cloned!!!”


“SHAME!!!  … SHAME!!!!”

Seeing the blatant plagiarism of Gerald’s design, the reactions from the building community were as expected, including the suggestion that he “sell instructions so they lose sales.”  However that is not exactly a counter move against LOZ, since they are selling a 3/4 scale version, using 3/4 scale bricks. The only way that would impact LOZ is if they in turn have their own knock-off competitor, also making all of the LEGO parts at their 3/4 scale size (is that meta enough for you?).

Gerald mentioned that he tried to reach out to The LEGO Group (TLG) to let them know, but he said that they just shrugged their shoulders. It makes you wonder what TLG ‘s strategy is in defending their intellectual property (IP) when it comes to LOZ:

  • Did TLG balk since their main brick patent had expired, and the 3/4 scale parts are not a direct 1-for-1 knock-off (unlike the worst offender, LEPIN)?
  • When the cloning is being done in China, is the Great Wall of government protectionism and red tape is not worth the effort to surmount?… or is it a situation of “Sigh. We know. Just add it to the pile.”?
  • At this stage, what IP does TLG consider the most vital to protect? The LEGO trademarks? The set designs?  Their other individual part designs? The minifig? … We all know how they feel about anyone calling the building blocks “LEGOS” vs. “LEGO bricks” (to protect the brand), and any photo leaks of to-be-released set designs (to ensure they are first-to-market before any bootlegs can surface).

On top of all of those TLG specific considerations, there are also all of the licensed themes that LOZ have made into “Brickheadz”, Disney’s catalog being a MAJOR one. Does LOZ actually have the licensing to market these sets?  I can’t see how. For TLG to be paying a licensing fee to Disney, one would expect some kind of contracted exclusivity so that TLG is the only company licensed to produce building-block sets of the licensed theme.  So then that means that LOZ are REALLY thumbing their noses at not only TLG, but a bunch of other mighty big companies.  That’s crazy… Crazy like a fox.

LOZ might be taking the approach of “any publicity is good publicity”. Want to get the attention of the largest hive of building bees?  You could plant some nice original designs of flowers or something to attract them… or instead you can kick the hive!  This plagiarism of part designs, set designs, and licensed themes is a sure fire way to drop a cherry-bomb into the hive and get those bees to take notice (and maybe one even writes a blog article, despite knowing full well that he is playing right into their hands…). Sure, the bees all want to sting LOZ now, but it still creates a buzz that will draw at least few new people in.

All of their blatant plagiarism was a hard conflict for me to overcome in buying anything from LOZ.  As with all creative endeavors, I want to ensure my support goes directly to those who developed the IP, as best that I can… however, the small scale of those LOZ parts themselves were still very intriguing.  After much deliberation, I finally decided to purchase a couple of sets as research for this article… and for the lulz.

“Treat every customer with your heart”… as for everyone else, well…


I ordered 3 LOZ sets; the aforementioned knock-off VW Beetle (with its equally knocked-off alternate AFOL design), Spongebob Blue Hero, and a yellow Transformers Scorpion.  Their sets were priced cheaper if you bought them without their packaging, so that is exactly what I did.  LOZ offers free shipping on orders over $25 US too, which is amazing for international shipments. I placed my order on August 2nd, and the box arrived in my mailbox in Kentucky 11 days later.  That’s pretty fast for a shipment being sent half way around the world.

The shipping box was made from that rice paper cardboard that most recycling centers in the USA refuse to take (the fiber length is too short to be reprocessed back into paper products… now you know). It was also the kind of shipping box that your postal carrier will have no reservations in trying to cram into your much smaller mailbox, because they are too lazy to get out of their vehicle and walk to your door.… Just “crease, crumple, cram”… You ‘ll do fine.

Inside the box were all three sets and their instructions, each placed in their own plastic zip-bag. I wasn’t actually planning to build any of these sets, but for the sake of this article I sucked it up and built the knock-off VW Beetle (to me, the only thing less enjoyable than sorting is being obligated to build the set first… it’s why I have a growing pile of unopened LEGO set boxes collecting dust). Each complete LOZ set comes in unnumbered ploy-bags, so if you plan to build them you WILL have to do some sorting first.


What’s inside?…

Their instructions are printed on a movie poster sized fold-out, harkening back to those massive fold-out roadmaps that many of us used before car-mounted GPS navigation became all the rage.  The instructions themselves were straight-forward enough, apart from an odd 1×1 round plate that they wanted me to attach onto a hidden underside somewhere.  Each step shows a lot of parts added at once, so you will need to pay close attention.

Part separation is still an issue with these parts, so place them thoughtfully.  This is especially true if you didn’t get a part separator included with the set – the one I found was included in the yellow “Transformer” set. There was a moment or two where I thought I might be missing a part, but everything was accounted for in the end.  After the ‘Blue Beach Car’ was completed, there were tons of parts left over too.  That made it a little deceiving as to how much longer it would take for me to complete the build. I assume most of those extra parts were used for the alternate knock-off build, but I think LOZ also erred on providing extras just in case.  That deserves a “LOZ size” bit of praise.

Messing around with the leftover parts, I discovered that LOZ bricks are actually compatible with LEGO bricks. At the 3/4 scale, the LOZ anti-stud tube is the same diameter as a LEGO stud. This means that a LOZ tube can fit inside of anyplace that a LEGO stud could, and that a LEGO stud can fit into anywhere that a LOZ tube would.  Here is a pic illustrating this fact (along with showing the 3/4 scale difference side-by-side in a 2×4 plate, and the brick separator).


LOZ vs LEGO bricks

There is no real point in reviewing the ‘Blue Beach Car’ design itself, as it is just a slightly altered version of the original.  Instead, I think a rundown of how LOZ Brickheadz compare to LEGO Brickheadz works just as well…. And plagiarizing the plagiarizer’s mouth-piece blogger while doing it… (with my own added comments in parentheses)

  • LOZ offers characters that LEGO doesn’t – we think that’s awesome! (well of course you would, since you blatantly ignore international copyright and product licensing laws)
  • Both sets had easy-to-follow instructions with colored illustrations (meh. I guess you got me there. LOZ’s instructions were indeed colored)
  • LEGO pieces are chunkier which *may* make handling/building easier for novices (Oooooh. Hear that, novices? LOZ are hard to handle now…)
  • LOZ Brickheadz have more detail and more play-factor (play-factor? You mean that mask that flops up to imply that all Brickhedz are all androids? A classic knock-off toy company move, if there ever was one)
  • LEGO Brickheadz are ideal for model collectors who want to create a display (Um… okay? Care to explain this point?…wouldn’t LOZ be better, since you could fit more of them on a shelf?)
  • LOZ Brickheadz have “daintier” proportions which may make them less suitable for kids (HEY! NO TOUCHING!)
  • We had a ridiculous amount of fun building both models! (I have no counterpoint for that – they ARE copying the original designs from LEGO, so it stands to reason they would be equally fun)

“Be gone, foul demon! The power of Ole Kirk Christiansen compels you!”

For the final chapter in this morality play, I took the ‘Blue Beach Car’ model and the loose LOZ bricks to recent meeting of local builders for some show-and tell. You might remember Charley and Nate from reading my BrickUniverse Louisville 2018 round-up.  Charley is a dyed-in-the-wool LEGO man through and through; he has the original LEGO brick patent number memorized, celebrates Ole Kirk Christiansen Day every year, prefers to set our local meeting times to those printed on the LEGO clock tiles, etc. You get the gist – Everything is Awesome… if it’s LEGO!  Nate is more of a pragmatic man, and falls near the other end of the building-block spectrum.  He’s open to whatever is readily available, and he has been working the Duplo like a boss.

When I originally mentioned LOZ blocks to Charley three weeks ago, his baseline reaction was the equivalent of “wake me up when I care.”  Seeing them in person didn’t change his opinion that much, but he didn’t come down on them as hard as I thought he might either. It turns out that he is a “live and let live” kind of guy.  His feeling is that someone was considering LOZ, it would be when they cared more about building the set-model than about what parts they were actually using to build it.

Nate thought the LOZ were intriguing, but our conversation led to a discovery that was even more intriguing to me.  I learned that Nate is working on a massive Teenage Mutant Ninja Turtles MOC exclusively using Mega Bloks.  As a challenge, he is purposefully going to exclude any LEGO from the MOC.  Because of that he thought it wouldn’t be kosher for him to bring it to the next BrickUniverse Louisville (mark it on your calendars everyone – January 19th-20th, 2019!). I told him, “Bring it! You definitely need to bring it!” If someone is purposefully buying Mega Bloks by choice to build an individual MOC layout, then LEGO purism be damned!  That is something I just have to see!

“No matter how hard I scrub, I still feel so dirty.”

My original intent in writing this article was to take a hard look at how LOZ sails the seas of piracy, and I ended up telling someone to bring Mega Bloks MOCs to a brick convention.  What a crazy turn of events (I think I need help).  I have certainly used my fair share of 3rd party LEGO-compatible parts when LEGO didn’t currently have a viable solution; Big Ben Bricks train wheels, the CDX rollercoaster, BRKS baseplates, custom stickers and printed parts, and who can forget butcher paper!  Using a majority of non-LEGO building blocks has never been in consideration for me, but should that mean everyone else has to build that way too?

So what say ye’, constant readers of the Manifesto?  Would the novelty of LOZ’s 3/4 scale bricks mark an exception to your purist ways?  If you planned to build a certain LEGO set model, like the VW Beetle, do you think you would be tempted to buy a 3/4 scale version of it from LOZ (and at only 45% the cost, depending on location)? Ignoring the long list of corporate ethics violations and moral dilemmas for just a brief moment, I can’t find too much to take issue with in the actual part quality, the price, or the service. Their discovery that they are semi-compatible with LEGO parts also made for an intriguing development.

In the end, however, the facts remain.  I simply can’t ignore that LOZ are pirating set designs and disregarding copywrites (no matter how well they “treat every customer with their heart”).  As informed consumers, we should all strive to be patrons to the creative design originators, rather than those who are knocking-off their works. For me, this first LOZ purchase will most likely be my last…. The shame… -=scrub=-… -=scrub=-… the shame just won’t wash off…


Crack is whack! (bonus link to the classic, and highly improbable “Just say no.” ad)

17 thoughts on “Ted Talks – LOZ 4 LULZ

  1. Intriguing article Ted. As far as I can tell, the existence of LOZ bricks kind of falls in Charley’s “meh” spectrum for me too. I’m not completely closed off to the idea of using alternate brands for bricks that Lego doesn’t produce, but LOZ just doesn’t seem worth it. The compatibility between Lego and LOZ looks severely limited, even with the connections you highlighted. If I got my hands on some and played around with them long enough, some new possibilities might present themselves, but I don’t know. Finally, at 3/4 size their durability is suspect, even with your recommendation.

    Your perspective on the immorality of these things (and all the other content-stealing clone brands) will probably resonate the most with FOLs, like you predicted. Since LEGO doesn’t seem to think it’s worth it to step up to the task of aggressively protecting its IP assets overseas, what is anyone else supposed to do? Most of us just passively boycott them, aka exercising brand loyalty. That doesn’t do much; I’m pretty sure that westerners with western notions of copyright morality are not the primary consumer targets of clone brands anyway.

    As for the shame…there’s nothing you can do. You’re a LOZer now.


    1. Appreciate the comments.

      For dedicated AFOL builders, not sure where these parts fit in for usefulness, in the grand scheme of things. The one thing that is definitely missing with LOZ are the minifigs. They did have some goofy looking ones in their “city” sets, but they avoided knocking off a true LEGO minifigure design (as far as I could tell from pics). I think that is where the limited part compatibility will come into play. At some point I will try building some mechs, starfighters, and naturally speederbikes out of them, and add a LEGO minifig pilot. It may also come into play with canopy selection too.


  2. Intriguing article, Ted, but at the end of the day, I’m a company man. Everyone aspires to be Coke or Pepsi, but no one orders RC Cola. And heaven help you if you get Sam’s Cola.

    On a side note, I’ve completed sorting for my collection. Every clone piece encountered went straight to the recycling bin.


  3. As one of those drunken souls that found his way to the LOZ table, I can say that I was actually impressed with the lot. The initial aversion grew instantly into curiosity once I started finding pieces that I have only dreamt that Lego would have made some forty years ago. Not many, but still enough to start playing outside the vast confines of the Lego campus. The quality was actually better than many knock-offs like Mega, Creo, and of course the old Tyco swill, but it still didn’t hold the standard ABS feel we know so well. The real off-putting detail was the 3/4 size more than anything else. Aside from not feeling right, they didn’t FEEL right. I gladly concede that I have been indoctrinated through decades of Lego to stick with them, but these LOZ aren’t bad. They’re just too different for my brain to calculate any use outside novelty.

    Meh and a half for me.


  4. “Flint Griffin”? How many names does that guy have?

    As for the parts themselves, I’m with Aaron in that I don’t think they’d be that useful, though I think you may be onto something with the canopies (I’m thinking tiny speeder bike windscreens). I’d rather get some weird parts from MB or Kre-O that are the same scale as what I already have. And thankfully vendors that sell loose brick at conventions always have a bit mixed into their bins (“Ew! A clone brick! Oh no, don’t worry. I’ll throw it out for ya’, bud”). I have builders like nnenn and Nate Decastro to thank for turning me to the dark side.


    1. Also, how did no one make the connection yet that there’s an LoZ (Legend of Zelda) LOZ Brickheadz? Oddly with a katana instead of a bastard sword…


    2. Reb Brown is god. Of what, I’m not entirely sure. Could be that final scream before he bails out of the galactic go-kart of steely death. My favorite MST3K. Kalgon, take me away!!!


  5. I will say that the fact they give you an option to have it shipped without the box is pretty clever. LEGO’s boxes are obnoxiously oversized. As environmentally minded as all major corporations at least try to look I’m surprised LEGO hasn’t thought of something similar for online purchasing. As for the 3/4 sized bricks, what were they smoking when they made that decision? Stealing designs is unethical, screwing up the size of the brick just seems stupid. I’m close, but not a complete purist, but I’m definitely not going to buy bricks that only have a few weird connection points with the real thing. Interesting read though, Ted. And someone needs to get some pictures of that MB TMNT MOC whenever it’s completed.


    1. Not to sideline the LOZ discussion, but you bring up a brilliant observation. Why doesn’t Lego give the option of box-less purchasing? I know boxes are of the collector mindset to be of value, but I never kept a box and never will with as little storage in my house (except the Porsche, that’s a damn work of art.) And as you pointed out, they’re obnoxiously oversized. Shipping costs alone would warrant this option. Retailers would approve as most have to mark down any damaged box at a drastic loss to margin. TLG could easily fit twice as many sets per case to maximize output. Good fucking god, the only reason for boxes at all are for that minor percentage of non-building collectors and the primary percentage of all point-of-purchase sales looking for an easy to wrap toy for birthdays and Christmassessesses. The rest of us could care less along with the kids that unwrap the present and gleefully tear into the set. Offer it at a discount and they’d increase sales. That strategy would really be a monkey in the wrench of MB, Kreo, Lepin, and LOZ if they offer it to retailers. Any half cent savings that can be offered on a large scale in this economy would be jumped on by Walmart and Target. Shit, advertise it as “environmentally conscientious” and you’d destroy the competition. No one goes to the store specifically to buy Mega-Bloks, their idiot kids cream their jeans for the picture on the package and throwing it in the cart will shut them up. MB and the rest would be forced to lose that point-of-purchase surge to be as eco friendly as a company passing on savings by reducing waste. Lego would be their own generic equivalent.


      1. They might as well go all the way and just offer an “AFOL Option” when purchasing sets online that send only the bricks with no box or directions, preferably pre-sorted. Then Ted wouldn’t have to be stressing about all those unopened boxes full of tiresome sorting work. 🙂


  6. I keep waiting for a clone brand to really surprise me in terms of quality and unique parts, but I don’t think that day is going to arrive any time soon. Like many others, I’m not completely closed off to the idea of using non-Lego product, but it’s got to be good. At the end of the day it mostly comes down to simplicity and laziness for me. With a couple of exceptions (reddish brown tiles for example) I know I’m buying a product that’s going to last for decades and that’s important to me. I’ve got 20-30 year old parts that still work just fine. As for the laziness, I have a tough enough time keeping up with the onslaught of official Lego elements without having to keep track of other brands. I will join the chorus of readers who think that the option to go boxless is very enticing, I wish Lego would consider such a thing, it seems like a win-win.

    I enjoyed the write-up Ted, I’m glad you are here to debase yourself so we don’t have to…but the Pee Wee Herman PSA was more interesting than the product. Thanks also for keeping the blog alive! If it goes on much longer I’ll have to change the site to the TedLUG Manifesto.


    1. “I have a tough enough time keeping up with the onslaught of official Lego elements”

      So true, they need a 3-yr moratorium on new parts so I can catch up.


  7. … and… LOZ just knocked off LEGO 7’s awesome Hot-Dog Wagon…. (Unless he comes back and says he worked with them on it, which I HIGHLY DOUBT since he put it up on LEGO Ideas). I also noticed that LOZ changed store links, as the old one was obsolete (or shuttered). Link of the model and the Facebook link attached of the knock-off.
    Hot Dogs Food Truck


  8. I’d say that there are too many differences between LEGO 7’s version and LOZ’s version to call the LOZ set a “knock off.” Was the LOZ set inspired by LEGO 7’s model? Undoubtedly, especially given the color scheme, but the construction of many of the details, including the “Hot Dog” sign, the dog, the fenders, the hood, etc. is quite a bit different.

    It will be interesting to see what effect, if any, the LOZ set has on LEGO 7’s Ideas project. One could make an argument that it could have either a positive or a negative effect.


  9. I’ve been wondering, what if suddenly TLG (or an autonomous subcompany) started mass purchasing knockoff companies? I kinda feel like that would be a good option because it would protect their IP without giving them a reputation like e.g. Nintendo has, also the part catalogue would benefit from the creative new parts that would then, in most cases, be produced in much better quality than before. Also while doing so, they could just as well start producing old parts when ordered, or go the whole way of having a dedicated subcompany for producing every part ever in all colors existing on demand. Would be a great help for all AFOL communities, especially the Bionicle community which, from my Internet observations, seems to be well over 50% of all AFOL.


    1. Frank Zappa would go out and find the best bootlegs of his concerts, remaster them, then sell them under a new, copyrighted title. Worked for him even though he ironically protested that he never had any commercial potential. The prospect is the same by buying up the competition and essentially making it better, in both cases by being the actual producer. The market niche and relative demand however is tiny in comparison, the straight juggernaut of TLG wouldn’t even consider giving it a second thought because it wouldn’t have to. Their IP is in essence worthless right now with its marriage to Disney, but the umbrella Mickey provides is undeniably delicious. That gives TLG the ability to keep throwing money at the franchises and letting the icon of Lego fall to a far second place. They may only be counting pennies, but there’s a shit ton of pennies involved when you add the Disney/Marvel/Fox name to any IP. Lego doesn’t have to worry about knockoffs one bit.

      It would however be very nice to have some older parts reproduced as well as old grey again. I miss old grey.

      And, welcome, EHX, to The Manifesto. I don’t recall seeing your name pop up in our neck of the woods, but we all welcome new blood even though it may seem a bit slow at present. I am however a tad old and forgetful; so, if you have been around before and I simply don’t remember, just tell me to fuck off. 😉


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