About us


Inside the Brick® is a social enterprise[1] that fosters and promotes the benefits of construction play for cognitive and social development. 

The company was established in 2012 specifically to meet the needs of children at risk of social isolation, particularly those impacted by Autism Spectrum Disorders (esp. Aspergers). We have found that construction play groups (especially featuring LEGO bricks) are inexpensive activities that allow disadvantaged children to access play and social opportunities with other children.  


Company's founder, Rob Deakin, is a life long LEGO fan, an expert brick builder and also a qualified LEGO Serious Play leader. Rob studied the use of construction play as a powerful way to bring people together around a common interest and build connected communities for young and old alike. Rob was awarded a Churchill Fellowship in 2013 for his program to develop a national movement to help Autistic kids through establishing Brick Clubs® in local communities. During the fellowship he traveled to Europe and North America to meet with world experts in Autism, children's development and construction play (including the LEGO Foundation's Learning Institute).

The base of our operation is the Inside the Brick Studio in Fairfield, Melbourne. At the studio we run several Brick Club sessions each week that provides friendship and community for local children. Head office assists and mentors groups wishing to establish Brick Clubs in their local communities. (www.brickclub.org) It is our commercial operations (parties, expos and printed bricks etc) that funds our mission. 

We receive no funding from LEGO, any Government or other organisations and fund our work entirely through own on commercial operations to drive the development of Brick Clubs. A minimum of 50% of our profits go towards helping establish construction clubs in local communities.


To find out about opportunities to work with us please check out our available roles or email us info@insidethebrick.com or subscribe to our email list via our website www.insidethebrick.com. Follow us on Facebook and social media #insidethebrick

[1] A social enterprise is an organization that applies commercial strategies to maximize improvements in human and environmental well-being, rather than maximizing profits for external shareholders. Find our more about Social Enterprises

Please note; We are not endorsed or authorised in any way by the LEGO Group. We are totally independent organisation and have no commercial arrangement and no support from the LEGO Group of companies, governments, churches or anybody else. We are just obsessed about the importance of construction play for young (and older) people.




The Age article, February 23, 2014 Writer - Clare Kermond The Age article, February 23, 2014 Writer - Clare Kermond (162 KB)


The Age, Wiliamstown LEGO Fan Expo 9/11/13. Photos by Ken Irwin 



Tuesday 10am - 5pm

Wednesday 10am – 5pm

Thursday 10am – 5pm

Friday 10am – 5pm

Saturday 9am – 5pm

Sunday and Monday Closed

What our clients think

My dad took his grandsons (my sons) to the Inside The Brick for the Lego time while we visited Melbourne from Perth for holiday. My boys absolutely LOVED it! Definitely we will make another visit again. 5 stars!

- Kirsty Lim Simmons
Had my son's 8th birthday here and it was great! The first time I haven't organised the party myself. No stress, no cleaning up and happy kids! What more could you ask for! The staff were sensational too. Thank-you!!!!

- Emma Majeric
Today as our end of year school celebration we booked in for a session with 25 special needs kids aged 8-10. Every child was engaged and entertained. Your venue was perfect and staff fantastic. You gave us not only a great day but also a great deal. We were so pleased we are already talking about returning in 2015. Thank you, thank you, thank you :)

- Rebecca Campbell
My girls loved it ! My little boy loved the toddler section aswell ! Very accommodating for all age groups & us adults. Lots of fun, friendly team & clean.

- Melissa Makhoul

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