Controversy drives sales - will tabloids never learn?
They are genuine Lego pieces, but modified into (mainly) military garb.
Recently, their sales rose so dramatically that they have had to stop taking orders. Not bad, for a company selling individual Lego figures for ten times their originalpurchase price in the middle of a credit crunch.
The media, that's what happened. In the UK, right-wing tabloid Daily Mail found out about the company, and immediately got all in a tizzy because the characters glorify terrorism - they all wear head-scarves or Nazi uniforms. They got a quote from a Muslim and a Jew to say how horrified they were. They got a quote from Lego to emphasise they were not official.
They completely ignored half the company's range - as well as Germans and desert-clad figures, they have US marines, a Bond-style secret agent, a Colonial Marine and a zombie-assault set. The figures are meant for diorama-style displays, not to be played with by small children.
Things aren't all bad, though - as soon as many readers saw the article, they went straight off to find out where they could be bought. Sales have soared. Even their UK distributor has had to close their ordering systems to catch up.
Maybe somebody from BrickArms ought to write a letter of thanks?