Project Overview
During our field study in Qinghai, we learned about the lives of local herders, and among the many stories we encountered, the issue of musk deer conservation left a deep impression on us. Alpine musk deer is a National First-Class Protected Animal and is listed as Endangered by the IUCN. While many people may have heard of musk—valued in the perfume and pharmaceutical industries—the animal behind it has long faced threats from illegal poaching, yet remains largely unknown to the public.
To raise awareness of the alpine musk deer, we have carried out a series of initiatives: we collected stories told by herders, designed and modeled an alpine musk deer brick toy, produced a short documentary, and created this website to provide educational content and research resources for anyone wishing to learn more about this remarkable species.
We also launched the “AMD Brick Toy” Project. Each set is designed, sourced, assembled, and packaged by our team. The models are sold both online and offline, and all proceeds are donated to purchase infrared cameras for installation in the Sanjiangyuan region.
Each infrared camera can monitor an area of about 25 square kilometers (as shown on the map, many areas are still uncovered). These cameras are vital for tracking wildlife activity, combating poaching, and providing scientific data for conservation. Through the images collected, we can better understand the musk deer’s living conditions and support more effective protection efforts.
We hope to continue supporting environmental conservation in Sanjiangyuan through even more creative and sustainable ways in the future.
Buy & Downloads
The actual set includes the alpine musk deer brick and a blank 16*8 base only — the background elements in the photos are not included.
The model was designed using LEGO Studio, while the physical sets are built using Gobricks (the brick supplier behind many of China’s top building block brands). Since mass production has not yet been realized, all pieces are manually sourced and assembled by us. Each order is carefully checked and packaged by hand to ensure completeness and quality. We typically ship within 2–3 days after receiving an order. If stock runs low, we will restock and dispatch within two weeks.
Bricks Gallery
