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BBB Accredited Business since

Brian's Toys, Inc.

Phone: (608) 687-7572 Fax: (608) 687-7573 W730 State Road 35, Fountain City, WI 54629 View Additional Email Addresses

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This company states its offers on-line collectible action figure toys including Star Wars, G.I. Joe, Transformers, Masters of the Universe and other action figurres and collectibles from 1977 to the present.

BBB Accreditation

A BBB Accredited Business since

BBB has determined that Brian's Toys, Inc. meets BBB accreditation standards, which include a commitment to make a good faith effort to resolve any consumer complaints. BBB Accredited Businesses pay a fee for accreditation review/monitoring and for support of BBB services to the public.

BBB accreditation does not mean that the business' products or services have been evaluated or endorsed by BBB, or that BBB has made a determination as to the business' product quality or competency in performing services.

Reason for Rating

BBB rating is based on 13 factors. Get the details about the factors considered.

Factors that raised the rating for Brian's Toys, Inc. include:

  • Length of time business has been operating
  • Complaint volume filed with BBB for business of this size
  • Response to 1 complaint(s) filed against business
  • Resolution of complaint(s) filed against business

Customer Complaints Summary Read complaint details

1 complaint closed with BBB in last 3 years | 0 closed in last 12 months
Complaint Type Total Closed Complaints
Advertising/Sales Issues 1
Billing/Collection Issues 0
Delivery Issues 0
Guarantee/Warranty Issues 0
Problems with Product/Service 0
Total Closed Complaints 1

Customer Reviews Summary Read customer reviews

0 Customer Reviews on Brian's Toys, Inc.
Customer Experience Total Customer Reviews
Positive Experience 0
Neutral Experience 0
Negative Experience 0
Total Customer Reviews 0

Additional Information

BBB file opened: June 30, 2000 Business started: 03/01/1994 in WI Business started locally: 03/01/1994 Business incorporated 12/15/2000 in WI
Type of Entity


Business Management
Mr. Brian N. Semling, President Mr. Nathan J. Montgomery, Office Supervisor
Contact Information
Principal: Mr. Brian N. Semling, President
Business Category

Toys - Retail Internet Shopping Collectibles Novelties - Retail Toy and Hobby Goods and Supplies Merchant Wholesalers (NAICS: 423920)

Industry Tips
Internet Shopping

Additional Locations

  • W730 State Road 35

    Fountain City, WI 54629 (608) 687-7572


BBB Customer Review Rating plus BBB Rating Overview

BBB Customer Reviews Rating represents the customers opinions of the business. The Customer Review Rating is based on the number of positive, neutral and negative customer reviews posted that are calculated to produce a score.

Customer Review Experience Value
Positive Review 5 points per review
Neutral Review 3 points per review
Negative Review 1 point per review

BBB letter grades represent the BBB's opinion of the business. The BBB grade is based on BBB file information about the business. In some cases, a business' grade may be lowered if the BBB does not have sufficient information about the business despite BBB requests for that information from the business.

BBB Letter Grade Scale

BBB Rating Value
A+ 5
A 4.66
A- 4.33
B+ 4
B 3.66
B- 3.33
C+ 3
C 2.66
C- 2.33
D+ 2
D 1.66
D- 1.33
F 1
NR -----
Star Rating scale

  Average Score
5 stars 5.00
4.5 stars 4.50-4.99
4 stars 4.00-4.49
3.5 stars 3.50-3.99
3 stars 3.00-3.49
2.5 stars 2.50-2.99
2 stars 2.00-2.49
1.5 stars 1.50-1.99
1 star 0-1.49

BBB Customer Review Rating plus BBB Rating is not a guarantee of a business' reliability or performance, and BBB recommends that consumers consider a business' BBB Rating and Customer Review Rating in addition to all other available information about the business. If the BBB Rating is NR then only Customer Reviews are used for the Star Rating.

Complaint Detail(s)

5/1/2014 Advertising/Sales Issues | Read Complaint Details

Additional Notes

Complaint: An item was listed on their web site as being available. Completed the "check-out" procedure and received a confirmation that the order was placed and that my credit card was billed. Since I already "purchased" the item, I no longer pursued looking at other avenues to purchase this item. At the time ebay had 4 similar items at the time. I later received a notification that their inventory system "does not work", that the item I ordered was no longer available and that they would credit my account. Consequently, not only did I not receive the item that I purchased, I also lost the ability to get the product from another resource (****).

Desired Settlement: My desire would be for them to fulfill the order for that item and in the amount originally quoted or comparable compensation.

Business Response: The item the customer ordered was not available.  We contacted the customer to notify him within 1-2 days the item was not available and refunded the customer.  We apologize for the inconvenience in this situation that the item was not available.

Thank you,

***** *******

Business Response: We are sorry for the inconvenience the order has caused.  We apologize that the item you ordered was not available.  If there are other items we can assist you with please email Dusty our Customer Service Manager at and he will be glad to work personally with you to find another item you may be interested in.

See our link below regarding our Inventory policy.


At Brian's Toys, we are continually taking measures to ensure the accuracy of our websites content and our inventory accuracy. Although we strive to make sure that this is 100% correct, there are occasionally discrepancies and the items and quantities are subject to change. Should this occur on an item that you place an order for, we will promptly notify you and refund that portion of your order. We thank you for your understanding in this matter.

Consumer Response:

Better Business Bureau:

I have reviewed the response made by the business in reference to complaint ID ********, and have determined that this does not resolve my complaint.  For your reference, details of the offer I reviewed appear below.

I called Brain's Toys and went through their automated system.  Following the prompts, I was transferred to customer service.  Once the call was answered, I found out that I was not speaking to customer service but the innovatory manager (the person that sent the rejection email).  I explained that I was trying to reach customer service because I was dissatisfied with the situation and I was disappointed with the response.  He suggested I call back at another time and that maybe customer service will pick up. He couldn't help me.  So, now they are just wasting my time.  Funny thing, checking their website, they are offering a similar item but the price is significantly higher then the item originally ordered and canceled. 


**** ******

Customer Review(s)

The customer review(s) below are un-filtered. These positive and negative reviews are not used in the calculation of the BBB Rating. If you wish to file a complaint and request a resolution to your issue please click here. This customer review section is not BBBs complaint resolution system. Customer Reviews are the subjective opinion of the individual who posted the review and not of Better Business Bureau. A customer review is not posted on a business if a BBB complaint on the same issue(s) is also filed. BBB cannot guarantee the accuracy of any customer review and is not responsible for the content of any customer review. Public comments are not customer reviews.

Customer Reviews Summary

0 Customer Reviews on Brian's Toys, Inc.
Positive Experience (0 reviews)
Neutral Experience (0 reviews)
Negative Experience (0 reviews)