The Story Behind Wapi Bricks


Twenty-two-year-old Zach Zuleger has brought his childhood dream to the masses with the opening of Wapi Bricks, a brand-new store exclusively featuring LEGO products.

The store offers hundreds of minifigures and LEGO sets from nearly every new and retired theme. Customers can fill their bags with the LEGO sets of their choice and visit the minifigure building table for a more personalized experience.

Zuleger’s passion for LEGO products began as a child when he received sets for his birthday and Christmas.

He loved finding new pieces and adding minifigures to his expanding collection, but when it came time to pay for college, he decided to part with some of his unique acquisitions.

Selling LEGO products proved to be rather lucrative for Zuleger, and he quickly realized the market's potential. It was at this moment that Wapi Bricks was born. The name Wapi Bricks was a unique combination of market research and family favorites. Zuleger said he noticed a lot of brands have two-syllable names, which sparked an idea for him.

He asked his little brother to think of his favorite thing while thinking of his own. The brothers chose "watermelon" and "pizza," respectively, taking the first syllable of each word to create "Wapi" Bricks.

Wapi Bricks quickly gained traction, boasting an impressive 1,704 online sales and 207,000+ TikTok followers. With such significant success, Zuleger considered opening a physical storefront, but it wasn't until his senior year of college that he decided to take the leap.

Zuleger recalls a class where the professor had the students watch motivational speeches from Steve Jobs, Elon Musk, and Arnold Schwarzenegger. Each speaker talked about how people thought they were crazy to pursue such out-of-the-box ideas, but they persevered. 

Schwarzenegger's speech particularly caught Zuleger's attention, and he said it was then that he decided to change his post-graduation plan from becoming an engineer to selling LEGO products full time.

A lifelong West Bend resident, Zuleger said opening his store downtown felt like a natural fit.

"The people in West Bend are incredibly kind and friendly. One of my favorite moments was at Maxwell Street Days last summer when Mayor [Chris] Jenkins came to my booth and took a selfie with me! Downtown West Bend is becoming a trendy place, and I wanted to be a part of the excitement," said Zuleger.


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