LEGO achieves continued growth and record revenue in 1H 2025
Posted by CapnRex101,
As prices continue to rise, there will doubtless be significant attention on the annual results for the first half of 2025, which have been published this morning.
Highlights vs. H1 2024
- Revenue grew 12% to a record DKK 34.6 billion.
- Consumer sales increased 13%, driven by a broad and innovative portfolio.
- Market share grew as the LEGO Group continued to outperform the toy market.
- Operating profit increased 10% to DKK 9.0 billion, reflecting strong top-line performance and improved productivity while investments in strategic initiatives increased as planned. Net profit grew 10% to DKK 6.5 billion.
- Cash flow from operating activities was DKK 5.9 billion compared to DKK 7.5 billion last year. Free cash flow was DKK 1.7 billion which was impacted by a continued high level of investment.
- As part of its long-term investment in key locations, the company opened a state-of-the-art factory in Vietnam and a new Americas head office in Boston, U.S.
- Significant progress on sustainability efforts and continued investment to reduce the company’s environmental impact.
The LEGO Group today announced its earnings for the first half of 2025, reporting continued strong growth on both the top- and bottom-line. The company outpaced the toy industry as demand for the LEGO product portfolio remained strong across all market groups, especially in Western Europe and CEEMEA*. The LEGO Group also continued to increase spending on strategic initiatives aimed at driving both short- and long-term growth.
Niels B Christiansen, CEO, said: “We are very pleased to have maintained our strong performance in the first half of 2025, winning share in the global toy market. This growth is driven by our large and innovative range of products that continues to be relevant across ages and interests.
“With the solid financial foundation we have built over several years, we continue to invest in capacity expansions and strategic initiatives that fuel our growth. Above all, the results reflect the enduring dedication and passion of our more than 31,000 colleagues around the world who have stayed focused on reaching more children with inspiring LEGO play experiences.”
In the first six months, the LEGO Group’s revenue increased by 12% to a record DKK 34.6 billion, up from DKK 31.0 billion in H1 2024. Consumer sales grew by 13%.
Operating profit increased 10% to DKK 9.0 billion compared to the first half of 2024, supported by a strong top-line and continued focus on improving productivity, while the company increased its spending in areas such as sustainability, retail and digitalisation. Net profit grew 10% to DKK 6.5 billion, against DKK 6.0 billion in the same period of 2024.
Cash flow from operating activities was DKK 5.9 billion against DKK 7.5 billion in H1 2024, which was mainly due to timing of cash outflow and increased tax payments. At the same time, the company maintained significant investments in building new factories and upgrading existing facilities, which totalled DKK 4.2 billion against DKK 4.5 billion in H1 2024. This resulted in free cash flow of DKK 1.7 billion compared to DKK 3.0 billion in the previous year.
Innovative portfolio drives strong demand
With 314 new sets launched in the first half of 2025 – a record for the company – the broad and innovative portfolio resonated with builders of all ages and interests. Bestsellers included a mix of homegrown and licensed themes such as LEGO City, LEGO Technic, LEGO Botanicals, LEGO Icons and LEGO Star Wars.
The LEGO Botanicals theme was popular around shopping occasions such as Valentine’s Day and Mother’s Day, and the company saw very successful product launches and brand activations at Grand Prix races as part of its new partnership with Formula 1.
New partnerships with BLUEY and ONE PIECE expanded the LEGO portfolio, and the company announced a multi-year collaboration with The Pokémon Company International, set to bring LEGO Pokémon to fans in 2026. The LEGO Group also launched a campaign titled “She Built That” to encourage girls to use their creativity as builders.
On 11 June, the company marked the United Nations International Day of Play with playful activities in cities around the world to raise awareness about the benefits of the power of play.
Expanded global footprint
In April, the LEGO Group opened its new state-of-the-art factory in Vietnam which will support long-term growth in the Asia-Pacific region. The 150,000 m2 factory is the company’s sixth worldwide and most environmentally sustainable facility to date.
The company is currently investing more than US $1.5 billion in building a factory and a 185,000 m2 regional distribution centre in Virginia, U.S. Both are set to open in 2027. It also continued expanding factories in Mexico and Hungary.
In addition, it opened a new Americas head office in Boston which will be home to 800 employees who support its business in the U.S. and across the Americas region.
Building memorable brand experiences
As the LEGO Group continued to invest in its online and in-store retail experiences, the company opened 24 stores in the first half of the year, taking its global total to 1,079 branded stores in 54 markets. This included the first store in New Delhi to strengthen the brand’s presence in India.
As part of its ongoing digitalisation, the company also invested in adopting new technologies and platforms that help create great brand experiences for kids, shoppers and retail partners, as well as support improved efficiency and ways of working for colleagues.
Reducing environmental impact
The LEGO Group continued spending on initiatives to reduce its environmental impact, including introducing more sustainable materials to make its products. The company again significantly increased purchases of materials produced with sustainable sources, doubling the share of renewable content from H1 2024 and further reducing the reliance on virgin fossil-based materials. It is on track to reach its full year target which is 60% of purchased materials to be produced with sustainable sources, including mass balance (53%) and segregated materials (7%).
As part of this effort, the LEGO Group introduced rSEBS, a new, more sustainable material for selected LEGO tyres made from recycled fishing nets, ropes and engine oil. Additionally, the company will introduce e-methanol, a material made from mixing renewable energy and CO2 from bio-waste to create hard, rigid LEGO elements like wheel axels, connectors and minifigure hands.
Niels B Christiansen said: “Children and their parents rightly expect us to play our part in shaping a more sustainable future. We remain fully focused on our mission to inspire and develop children everywhere – which includes ensuring that future generations inherit a healthy planet. We are privileged to be in a strong position to deliver on this mission – investing significantly in sustainable growth now and for the future.”
(*) Central and Eastern Europe, Middle East and Africa.
These figures evidently remain healthy, although I notice a slowdown in the rate of growth when compared with the same period last year. The LEGO Group, like all large companies, hopes to achieve not only continuous growth, but also an increasing rate of growth, so I wonder whether they will respond to these results in some way, or perhaps they already have via the increasingly high prices of many sets.
As ever, the themes highlighted as bestsellers tend to be of interest to fans and these have changed a little since last year, now including Botanicals alongside City, Technic, Icons and Star Wars. This may not represent a real change though, as Botanicals was previously part of the Icons range.
What do you think of these results? Let us know in the comments.
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117 comments on this article
Clearly prices aren't high enough yet. Clown world.
They think the high set prices would pair well with the high profits.
I guess that against what most of us want, they are still being rewarded for the decisions they are making, and so they have little incentive to change course, unless the slower rate of growth has some impact, but I doubt it.
Oh well, I will continue to buy only the sets I really want, and at a discount from stores other than Lego directly. That's all any of us can do, unless you choose to actively boycot, which I disagree with. If you want something, you want it, and there's value in showing the Lego Group where you would buy, as much as taking revenue away from them. Not that they would pay much notice, probably.
The title has a typo, just like most LEGO UCS plaques :)
One has to wonder how they are going to reach more children when the sets are becoming less and less affordable for children and parents. Whilst there are several new small affordable sets, many of the new DUPLO sets and upcoming 'aimed at children' sets are pretty pricey.
As for the 'licensed' sets, the majority are just far too expensive for the average parent.
Those are some insane profits for the revenue!
Yeah well I'm doing my part only buying from the secondary market since 2020, I'm sure Lego is shaken to the core!
Well, that's what happens when you charge £350 per excavator.
@Belboz said:
"One has to wonder how they are going to reach more children when the sets are becoming less and less affordable for children and parents. "
The sets that are not simply affordable for childrens are the sets that get the most media attention, those 2000+ pieces sets. But the basic lineup of creator/city/ninjago/friends sets are definitely affordable for an average western household. (I dont know about Asia, so i focus on the western world here). It is a premium toy regarding pricing, but so are console games with downloadable content. Consumer sales have increased by 13% this year, so apparently LEGO is reaching more people, including children. The not-so-recent increase in parts count and ppp were and are profitable for LEGO. But at the same time the sales model of LEGO seems to have changed. They include in the RRPrice the margin for up to 30% reduction, which in my opinion is done to fulfill the needs of online retailers. Its a heavy competition online, where big reductions work well on customers when buying stuff. Most of the online retailers in my conutry begin the sales of new sets already with a discount between 10 and 20 percent. And then they reduce those sets even more down to the aforementioned 30%. But, the huge success of LEGO in recent decade made A LOT of competition which has plenty to offer. And this is the ONE factor that has the potential to shake the reign of LEGO group.
Crazy expansion each year. Please do not buy from LEGO directly and wait for discounts.
They’ve definitely surpassed my expectations. Every time prices rose post covid, everyone said they would feel the drop in sales the next quarter, yet somehow four years later, sales continue to increase. Like many people here, I’m pretty disgusted with their current prices and buy very few sets at MSRP, but seems like the rate at which they are acquiring new adult fans is outpacing the number of returning customers they lose to price hikes.
@thor96 said:
"
The sets that are not simply affordable for childrens are the sets that get the most media attention, those 2000+ pieces sets. But the basic lineup of creator/city/ninjago/friends sets are definitely affordable for an average western household. "
We clearly have different ideas on the disposable income of the 'average western household' but my point was that they say they are trying to reach MORE children. That suggests those who do not fall into the average or high disposable income brackets (and such children are a significant proportion of The UK total) To reach those children, sets need to be lower in price - so the retailer discount you mention makes them affordable.
@Lvl said:
"They’ve definitely surpassed my expectations. Every time prices rose post covid, everyone said they would feel the drop in sales the next quarter, yet somehow four years later, sales continue to increase. Like many people here, I’m pretty disgusted with their current prices and buy very few sets at MSRP, but seems like the rate at which they are acquiring new adult fans is outpacing the number of returning customers they lose to price hikes.
"
It's ok, I really don't need anymore. There are other things to spend money on like travel.
I've come to peace with the idea that Lego may have become just too pricey for me. I can easily afford it, but I simply would rather not. It's just too much for plastic bricks.
P.S. JANG building and reviewing an off-brand Black Pearl with almost double the pieces and lights for less than half the price of Lego version. The insanity is becoming too apparent.
P.P.S. Lego restricting PaB sales because of tariffs looks all the more ludicrous with these financials.
@Heriol said:
"Oh well, I will continue to buy only the sets I really want, and at a discount from stores other than Lego directly. That's all any of us can do, unless you choose to actively boycot, which I disagree with. If you want something, you want it, and there's value in showing the Lego Group where you would buy, as much as taking revenue away from them. Not that they would pay much notice, probably."
Yeah I doubt they would notice. I suspect the majority of their retail income is from third party stores rather than from their own stores or online.
But I also agree with those who’ve pointed out that most sets are actually pretty reasonably priced - certainly the non-licensed themes. This site is skewed because there’s a lot of focus on the big, expensive sets, many of which are over-priced now. That might not be entirely Lego’s decision: where licensing costs must be added - we simply don’t know what these costs are or how much they impact individual set prices. I mean, have you seen how expensive other Disney branded products are?
Oh dear, the angst this (already) will generate on here.
It's almost as if Lego understands the correct pricing structure for its sets better than people do on here. The complaining about how expensive Lego is on here has already become borderline parody but the fact that these results show sales and revenue are still growing just further underlines this.
The simple fact is:
Lego. Is. Expensive.
Batman reckons, this is pretty dark…with stickers…no prints.
See, afols always talking about too expensive.
Well afols, along with mom, dad, grandma and grandpa are buying.
LEGO has always been expensive but the past decade there’s more and more large sets and people are STILL buying them. Plus buying parts/elements in record number for their Mocs.
Brickmania MUST be in there buying parts like crazy too ;)
@StyleCounselor said:
" @Lvl said:
"They’ve definitely surpassed my expectations. Every time prices rose post covid, everyone said they would feel the drop in sales the next quarter, yet somehow four years later, sales continue to increase. Like many people here, I’m pretty disgusted with their current prices and buy very few sets at MSRP, but seems like the rate at which they are acquiring new adult fans is outpacing the number of returning customers they lose to price hikes.
"
It's ok, I really don't need anymore. There are other things to spend money on like travel.
I've come to peace with the idea that Lego may have become just too pricey for me. I can easily afford it, but I simply would rather not. It's just too much for plastic bricks.
P.S. JANG building and reviewing an off-brand Black Pearl with almost double the pieces and lights for less than half the price of Lego version. The insanity is becoming too apparent.
P.P.S. Lego restricting PaB sales because of tariffs looks all the more ludicrous with these financials."
Haha, travel is indeed looking like a great option right now, especially to places like the Philippines or Japan with how weak the yen currently is. I think it's a good idea to at least try to quantify roughly how much enjoyment one actually receives from an experience, and whether that's worth the price they are paying for it. In Lego's case, the actual ABS is worth pennies, so the only sets I buy now are the ones with a build experience and design quality memorable enough to be worth the insane cost, so it usually ends up being something designed by Mike Psiaki.
It's time to increase prices. Corporate greed is insatiable.
Good. I like to see the company doing well. I honestly don't know what I'd do with my time if they ever folded.
In the long term I can see problems for the Lego group. I am 50 and at the moment a Lego purist. But when I see competitors pricing, with lights and all printed tiles... if I was a kid now and had no nostalgia for Lego, I would buy lumibricks. Lego: clean up your act. Decent pricing, lights and all prints is doable. Look at your competitors and learn.
The focus of the price increase seems to be the adult and licensed market. Despite the whole ‘sets for adults’-campaign. I think we will see the effect of this next two quarters.
Also; is the whole world now paying for the Trump tarriffs? US set prices have increased more but still not enough for the 15% the US now puts on EU products. And what about sets beinf produced in the US or China?
There are 68 sets released this year (excluding Gear) for £10 or less and 74 sets for £100 or more, which does not seem particularly biased to expensive.
Lego also retains play value for much longer than many other toys.
I buy more Lego on discount than RRP, but I do still feel there is good value for money in buying some sets at RRP.
Summary - We jacked up prices again and these fools are not intelligent enough to stop buying our cheap plastic product.
@darthnorman said:
"Crazy expansion each year. Please do not buy from LEGO directly and wait for discounts."
Well, where then? Local retailers in Canada never have discounts. Many local toy stores even sell ABOVE the suggested retail price. Amazon sometimes offer discounts, but I will not buy anything from Amazon for ethical reasons. That leaves LEGO.com, which at least give me 5% under normal circumstances and 10% every now and then.
Well whoop-dee-doo.
Another billion for the family, and they still can't be bothered to improve the quality of prints, stickers, consistent brick colours...
@MisterBrickster said:
"Good. I like to see the company doing well. I honestly don't know what I'd do with my time if they ever folded."
LEGO doesn’t fold.
It is quite funny how so many comments on forums, both this one and others, are about pricing and how it is affecting individuals' views of the hobby. So many people seem to be boycotting LEGO or buying other brands or just generally complaining about pricing. So many predictions that LEGO is going to fail due to pricing and quality. So many insults of people buying LEGO and not other brands. Yet their financials always look great.
I was in the same position from about 2015-2020. Prior to that, LEGO was cheap. I had always bought a few sets up to about 2010, but 2010-15 really started to take advantage of excellent sales discounts when LEGO just wasn't selling that well. Then the regular big discounts started disappearing in about 2015 as The LEGO Movie popularised LEGO but prices were still reasonable enough not great. A few years later, and especially as covid hit, more adults started buying and LEGO caught on and made many more 'for adults' sets both increasing the prices and making excellent discounts non-existent and even reasonable discounts less common. It was all the fault of these new (and obviously not "real") fans throwing money at LEGO that took away cheap LEGO from the longer term "real" LEGO fans like me.
Fast forward to today. I think we have to accept that LEGO has done a brilliant job of convincing general adults that LEGO is for them and can make money by selling expensive niche sets to reasonably small groups of people. LEGO is huge. Look at how many businesses have sprung up based on LEGO, whether it is conventions, print and online media, independent designers or resellers. Those new people buying and consuming content don't have to be long term fans of LEGO or purchase LEGO every week or month. Existing fans might complain about these new people throwing big money at LEGO changing the way it used to be when they used to pay less. But I'm willing to bet that will be pretty much what they did when they started buying LEGO again, no matter when they entered the hobby.
I know there are other brands and they offer better value. But I don't think that is what people want. I watched Jang's youtube video about the Black Pearl reveal and he showed an alternative black pirate ship. Significantly cheap and about 50% more parts, with lights too. For some people, that will be a great alternative. But for others, it is not LEGO and it is not Pirates of the Caribbean. I know with LEGO I can buy a set, build it, enjoy it and sell it later for pretty much what I paid for it. Maybe 30% under byt also maybe make a profit. Whereas a clone brand, much harder to sell second hand. Simply because of the popularity of LEGO.
There are also people saying LEGO should match competitors, doing lighting and all prints and reduce their prices to match the competitors. But why would they, when enough people buy enough of their product each to make profits like those publicised here. Others complain that little plastic toys should not cost so much, but then look at that building. 800 desk jobs do not come cheap. There is far more than manufacturing costs.
@Heriol said:
"I guess that against what most of us want, they are still being rewarded for the decisions they are making, and so they have little incentive to change course, unless the slower rate of growth has some impact, but I doubt it.
Oh well, I will continue to buy only the sets I really want, and at a discount from stores other than Lego directly. That's all any of us can do, unless you choose to actively boycot, which I disagree with. If you want something, you want it, and there's value in showing the Lego Group where you would buy, as much as taking revenue away from them. Not that they would pay much notice, probably."
LEGO profits just as much from discounts and sales offered by third-party sellers than they would if those sets were offered for the full price. Most people don't realise it's the retailers who are making less profit from selling and shipping those sets, as they're the ones that make up for the difference in price, so it doesn't affect LEGO in anyway. LEGO knows this, and it's part of their strategy. Yet LEGO themselves can still sell their sets for their suggested retail prices due to incentives like Insiders points, GWP, or a fun visit to a LEGO Store, which seems to pay off for the most part. And if sets end up at clearance, that's really only a minor loss compared to the profits they make from other sets.
Also to everyone else here who's still hung up on ever inflating prices: WE GET IT, LEGO IS EXPENSIVE. It always was, and in fact, taking inflation into account, prices are actually pretty consistent across the board. So, get over it or find another hobby. :'-)
And how much of those profits will go into developing sets with better value-for-money?
Absolutely zero! :)
What can I say, as long as the numbers are higher than the previous year, they have no reason to change anything.
Those who are worried about prices, part quality, colour matching, and all the usual complaints, are in the vast minority of those who regularly buy LEGO, and those who switch to alternative manufacturers make such an insignificant dent in LEGO's balance sheets that they have no reason to cater to them.
They cater to the mums, dads, grandparents, and extended families of kids who don't care about prices, part quality, or colour matching, they want to put pieces on top of each other, sometimes to the sides, and play with the completed build.
They don't care about the more pronounced sprue marks, the different shades of tan in a wall, or the fact that sets are going at well over 10c per piece now.
LEGO communities talk about these problems because LEGO is their passion. Mums and dads don't because they want to make their kids happy, or they don't even realise that there are problems in the first place. And most of the adults who buy LEGO's new adult-oriented sets, which are very often simply near-static recreations of something in LEGO form, either turn a blind eye to the problems or are satisfied enough with the result to say "looks good enough for something recreated using bricks".
It takes far, far more than just one German LEGO shop owner with a YouTube channel to change enough people's perceptions to force LEGO into changing their course. Unless all LEGO communities band together to "educate the masses", so to speak, nothing will happen and LEGO will continue posting record profits after record profits, with no improvements in the sets themselves.
But of course they can't/won't do that because they're often supported by LEGO themselves...
@eiffel006 said:
" @darthnorman said:
"Crazy expansion each year. Please do not buy from LEGO directly and wait for discounts."
Well, where then? Local retailers in Canada never have discounts. Many local toy stores even sell ABOVE the suggested retail price. Amazon sometimes offer discounts, but I will not buy anything from Amazon for ethical reasons. That leaves LEGO.com, which at least give me 5% under normal circumstances and 10% every now and then.
"
As a fellow Canadian, I agree with everything you said. I occasionally find sets maybe 20-30% off, but I spend way too much time checking prices online to find them, and I'm not sure it's worth it. Glad to hear that I'm not the only one boycotting Amazon for ethical reasons.
@Alemas said:
"They cater to the mums, dads, grandparents, and extended families of kids who don't care about prices, part quality, or colour matching, they want to put pieces on top of each other, sometimes to the sides, and play with the completed build.
They don't care about the more pronounced sprue marks, the different shades of tan in a wall, or the fact that sets are going at well over 10c per piece now."
Someone tell me what the ethical thing to do is when I see a family in a store decide on a set they're going to buy but I already know that it's on discount elsewhere...
The simple fact is they're charging more and reducing or holding the line on production costs so of course they're going to make more. Just because they say their profits have gone up, doesn't mean other brands aren't cutting into their "actual" sales quantities. Did anyone ever think they need to now charge more to keep showing growth, especially in themes that they know sell? No number 1 wants to become number 2.
Another report with good news on company profits. Kudos to LEGO, good for them, this is reassuring for the future of the company which I think is a good thing for all of us.
Just one question: how many more reports with positive profits do they need until finally they get serious about fixing the quality of the prints of light colors on dark pieces? They are running out of excuses. Smaller companies with less revenue and resources can do it, then why can't LEGO consistently print those colors properly? Honestly, with the prices they charge on some sets if I worked for LEGO I would feel embarrassed to open a set and still find a printed piece with such a noticeable defect in 2025. It makes their high quality pieces look like cheap plastic, not worthy of the brand's reputation.
@bricks4everyone said:
"Just one question: how many more reports with positive profits do they need until finally they get serious about fixing the quality of the prints of light colors on dark pieces? They are running out of excuses. Smaller companies with less revenue and resources can do it, then why can't LEGO consistently print those colors properly? Honestly, with the prices they charge on some sets if I worked for LEGO I would feel embarrassed to open a set and still find a printed piece with such a noticeable defect in 2025. It makes their high quality pieces look like cheap plastic, not worthy of the brand's reputation. "
People, you don't get it. They'll fix these issues when they stop making record profits. As long as their current business model works, they ain't changin' a thing.
@Harmonious_Building said:
" @Alemas said:
"They cater to the mums, dads, grandparents, and extended families of kids who don't care about prices, part quality, or colour matching, they want to put pieces on top of each other, sometimes to the sides, and play with the completed build.
They don't care about the more pronounced sprue marks, the different shades of tan in a wall, or the fact that sets are going at well over 10c per piece now."
Someone tell me what the ethical thing to do is when I see a family in a store decide on a set they're going to buy but I already know that it's on discount elsewhere...
"
If it’s a family, unless it’s an absurd discount I probably wouldn’t bother saying anything and just let them be happy in their ignorant bliss, they already invested the time for this group activity (in this case shopping) and telling them about discounted prices elsewhere might just mean more time commitment for them that they may not be willing to invest in. One person buying for themselves/someone else? Doesn’t hurt to give a heads up.
Record profits when prices have been raised to astronomical portions across the entire LEGO portfolio… you don’t say!!
I feel like eventually these price increases are going to cause some noticeable decline in sales, but apparently it’s not happening yet.
As for me, this is the first time in remembered history that I haven’t immediately snatched up the entire August Star Wars wave, not from lack of interest, but rather due to the astronomical prices these sets command. They’ll all be purchased eventually but I refuse to pay full price for these.
@Lvl said:
" @Harmonious_Building said:
" @Alemas said:
"They cater to the mums, dads, grandparents, and extended families of kids who don't care about prices, part quality, or colour matching, they want to put pieces on top of each other, sometimes to the sides, and play with the completed build.
They don't care about the more pronounced sprue marks, the different shades of tan in a wall, or the fact that sets are going at well over 10c per piece now."
Someone tell me what the ethical thing to do is when I see a family in a store decide on a set they're going to buy but I already know that it's on discount elsewhere...
"
If it’s a family, unless it’s an absurd discount I probably wouldn’t bother saying anything and just let them be happy in their ignorant bliss, they already invested the time for this group activity (in this case shopping) and telling them about discounted prices elsewhere might just mean more time commitment for them that they may not be willing to invest in. One person buying for themselves/someone else? Doesn’t hurt to give a heads up. "
Funny enough, I did it last week. A mother and older teen son buying the Star Wars sign, I told them that they could save £18 (on a £60 set) about 500m away. I was told to F off.
@StyleCounselor said:
"P.P.S. Lego restricting PaB sales because of tariffs looks all the more ludicrous with these financials."
With postal and parcel services flat out ceasing the shipment of small packages to the US as of the end of last week, there’s really no point in offering PABS to the US until the tariff adjustments can be implemented, or until they can roll PABS into PABB as it sounds like they’ve done already in Europe. I mean, they could let you buy it, but it’s not going to be delivered anytime soon.
@merman said:
"Also; is the whole world now paying for the Trump tarriffs? US set prices have increased more but still not enough for the 15% the US now puts on EU products. And what about sets beinf produced in the US or China?"
I mean, biggest economy in the world isn’t going to result in small adjustments. But aside from PABB, we don’t really get much LEGO product from the EU directly. It’s not being made in the US until the Virginia plant opens, but Mexico produces most of the product sold in NA, and that falls under a different trade agreement. There’s a reason the most popular “foreign” automakers opened up US-based factories for their top selling models in the US. In fact, when the press ranks cars by how “made in the USA” they are, the top spot frequently goes to a foreign brand like Toyota. And whatever is made here is not subject to tariffs here.
The old model of brand loyalty is dead and Lego no longer cares if you personally will stop buying, they know there are millions and millions of rich people globally who will keep driving demand. Are you personally hurt that you won't be able to buy that 26th SW UCS set for $800? Well, too bad. There are thousands of others waiting in line to buy, thanks to globalism. Expect further 10-20% price increase for next year. In Kladno, they still can't match production with global demand. Think about that for a second
@CCC said:
"Funny enough, I did it last week. A mother and older teen son buying the Star Wars sign, I told them that they could save £18 (on a £60 set) about 500m away. I was told to F off."
The LEGO angels smile on you for your act of kindness regardless.
I must admit one - Lego is POURING money on advertisments which is quite suprising as everyone knows Lego anyway.
@StyleCounselor said:"I've come to peace with the idea that Lego may have become just too pricey for me. I can easily afford it, but I simply would rather not. It's just too much for plastic bricks. "
Even if those bricks come from a highly sophisticated interlocking brick system?
@MisterBrickster said:
"Good. I like to see the company doing well. I honestly don't know what I'd do with my time if they ever folded."
At the very least, I'd get a chance to work on that backlog...
@PurpleDave said:
" @StyleCounselor said:
"P.P.S. Lego restricting PaB sales because of tariffs looks all the more ludicrous with these financials."
With postal and parcel services flat out ceasing the shipment of small packages to the US as of the end of last week, there’s really no point in offering PABS to the US until the tariff adjustments can be implemented, or until they can roll PABS into PABB as it sounds like they’ve done already in Europe. I mean, they could let you buy it, but it’s not going to be delivered anytime soon."
How's that any different than all last year?
I had one PaB order take over 6 months to arrive after making 5 phone calls and 6 emails totaling over an hour of time. Granted, it was free, by that time.
@TheOtherMike said:
" @StyleCounselor said:"I've come to peace with the idea that Lego may have become just too pricey for me. I can easily afford it, but I simply would rather not. It's just too much for plastic bricks. "
Even if those bricks come from a highly sophisticated interlocking brick system?"
Nice. Way to pull at my heart strings.
I'm also at peace with jumping back into the fray and on the bandwagon if the price is right and the design is good.
Not unlike yourself, I just don't have any room for anymore FOMO.
@Lvl said:
" @StyleCounselor said:
" @Lvl said:
"They’ve definitely surpassed my expectations. Every time prices rose post covid, everyone said they would feel the drop in sales the next quarter, yet somehow four years later, sales continue to increase. Like many people here, I’m pretty disgusted with their current prices and buy very few sets at MSRP, but seems like the rate at which they are acquiring new adult fans is outpacing the number of returning customers they lose to price hikes.
"
It's ok, I really don't need anymore. There are other things to spend money on like travel.
I've come to peace with the idea that Lego may have become just too pricey for me. I can easily afford it, but I simply would rather not. It's just too much for plastic bricks.
P.S. JANG building and reviewing an off-brand Black Pearl with almost double the pieces and lights for less than half the price of Lego version. The insanity is becoming too apparent.
P.P.S. Lego restricting PaB sales because of tariffs looks all the more ludicrous with these financials."
Haha, travel is indeed looking like a great option right now, especially to places like the Philippines or Japan with how weak the yen currently is. I think it's a good idea to at least try to quantify roughly how much enjoyment one actually receives from an experience, and whether that's worth the price they are paying for it. In Lego's case, the actual ABS is worth pennies, so the only sets I buy now are the ones with a build experience and design quality memorable enough to be worth the insane cost, so it usually ends up being something designed by Mike Psiaki. "
Great points.
No…
That company I really like is doing well :((((
Lego is a privately owned company, so the fact that they release any financials at all is amazing to me (maybe it a Danish law or something that forces them to). Also, as a business, The Lego Group owes us NOTHING. We have a choice to either buy their products or not. Right now, a whole bunch of people all over the world are choosing to buy.
@lordofdragonss said:
"I must admit one - Lego is POURING money on advertisments which is quite suprising as everyone knows Lego anyway."
I know just about all the brands that constantly advertise to me. I think the point of advertising for big established companies is to promote current products and offers, and to remind you to buy from a brand you already know rather than to try to get you to try their product for the first time.
Not that I have seen a LEGO advert recently on TV but then I don't watch any live TV, just on-demand services.
No one has picked up on the core figures- revenue has increased, but less than sales figures. If those figures were reversed then it would indicate sales are generating more revenue on the back of price increases, but instead it implies that sales aren’t generating as much revenue as the previous quarter.
I’ll be honest, I haven’t felt much enthusiasm for LEGO in a while. Stuff I would normally be excited for like Zelda ends up being just so cost-prohibitive that I just don’t bother trying to get the sets. I want more affordable options. It feels like they are way too focused on making things cost around the price of a brand new game console.
They are rising the prices to slow down demand.
@eiffel006 said:
" @darthnorman said:
"Crazy expansion each year. Please do not buy from LEGO directly and wait for discounts."
Well, where then? Local retailers in Canada never have discounts. Many local toy stores even sell ABOVE the suggested retail price. Amazon sometimes offer discounts, but I will not buy anything from Amazon for ethical reasons. That leaves LEGO.com, which at least give me 5% under normal circumstances and 10% every now and then.
"
Same here in the US. They don’t discount premium sets.
Show me a modular “on sale”.
I can’t even afford food lol I haven’t bought a Lego for myself from the store since 2022. I’ve been lucky to get one/two sets a year as gifts
@StyleCounselor said:
" @PurpleDave said:
" @StyleCounselor said:
"P.P.S. Lego restricting PaB sales because of tariffs looks all the more ludicrous with these financials."
With postal and parcel services flat out ceasing the shipment of small packages to the US as of the end of last week, there’s really no point in offering PABS to the US until the tariff adjustments can be implemented, or until they can roll PABS into PABB as it sounds like they’ve done already in Europe. I mean, they could let you buy it, but it’s not going to be delivered anytime soon."
How's that any different than all last year?
I had one PaB order take over 6 months to arrive after making 5 phone calls and 6 emails totaling over an hour of time. Granted, it was free, by that time.
"
PABB takes at least a month to get out the door. Once that happens, shipment time is negligible (I’ve had shipments from Europe arrive in Michigan faster than shipments from California, because it’s all done by air now). Currently, if they drop off a tub of parcels at their local post office, it’s going to be refused until postal rates are adjusted and tariff systems are implemented. So what’s the point of even processing your order if they can’t actually ship it when it’s ready, and they don’t know how much they should have charged you when the order was originally placed?
@eiffel006 said:
" @darthnorman said:
"Crazy expansion each year. Please do not buy from LEGO directly and wait for discounts."
Well, where then? Local retailers in Canada never have discounts. Many local toy stores even sell ABOVE the suggested retail price. Amazon sometimes offer discounts, but I will not buy anything from Amazon for ethical reasons. That leaves LEGO.com, which at least give me 5% under normal circumstances and 10% every now and then.
"
It’s tough to be a fan in Canada
This isn't really surprising considering how LEGO keeps raising their prices, has dumped most of their environment initiatives (despite what they claim) and how much resellers and Bricklink drive their revenue. If LEGO earns a percent on Bricklink sales and their primary market are Bricklink stores, this effectively allows them to double dip on profits.
While a number of other businesses do something similar, I can't think of any that have a monopoly on their respective market like LEGO does. Most of the prices are flat in other retail markets because businesses all use the same manufacturers--which is why when one brand product becomes temporarily unavailable, it usually means they all do.
@Duq said:
"Well whoop-dee-doo.
Another billion for the family, and they still can't be bothered to improve the quality of prints, stickers, consistent brick colours...
"
Unfortunately, LEGO has too much market share. They can get away with stickers on $200+ sets (Arkham Asylum is $300 with over 60 stickers) since they dominate the industry and know people will buy it anyways.
No LEGO fan should be happy that they've increased both profit and marketshare, because that means there is less need for LEGO to be competitive. Competition is what pushes companies to make higher quality products and/or lower prices. They are so dominant that they go unpunished by the market for ludicrously raising prices (think summer 2022 price increases, current price increases from leaks, and whatever tf is going on with Star Wars).
LEGO. Only the greatest profit margin is good enough.
(But hey, please keep believing we care about quality or other nonsense.....)
The only thing I can add is that I was in Dresden last week and visited both the LEGO Store as well as the BlueBrixx Store which is really close by. There were many visitors in both, but only in the BlueBrixx store was there a queue at the checkout. At the LEGO Store lots of people were looking at the sets, but few actually bought any. And there were comments about the prices as well, especially parents telling their kids that they would "shop around" (meaning they would look for discounts online).
I myself don't boycott LEGO because that wouldn't accomplish anything. But the fact of the matter is that most of the current sets just don't interest me anymore.
No market booms forever, and all bubbles burst. This won't continue for much longer ...
Yes, there it is in black and white. The prices aren't too high. LEGO seems to be doing everything right. This means even more black boxes and licensed sets in the future. I honestly wonder where this will end. The black LEGO era will surely end at some point. In any case, I would be happy if they could find their way back to te ground at some point and focus on playsets for children that aren't exclusively based on movies and video games.
There are identified stakeholders known as;
‘Old money’
‘New money’
And these days we also have,
‘Stupid money’:
‘3 cars on the drive, nothing in the fridge.’
The thing is, price per part isn’t everything. The old mega(bloks) kits are currently on steep, steep discount due to the relaunch and as much as a 537 piece kit based on an IP I love for 14 quid ish ought to be a no-brainer the trouble is, once you buy it, you then have to build the damn thing, and that’s no fun at all.
I’ve tried a few alt brands now and none of them have been free of at least one (usually more) annoying or even downright painful issues: The edges of the bricks are too sharp, the clutch excessive, the pieces don’t fit together as nicely, the instructions can lack clarity and good sense and accuracy. (Even Nanoblock, my personal favourite, suffers a little on the instructions front.) While some things will naturally affect me more than most, due to the nature of my disability, I’m clearly not uniquely put off when even with those steep discounts the kits are still sitting there months later.
Much though it’s easy to say when I push sticker duty off on my longsuffering partner, I’d happily take a dozen stickers over one more piece that just! Will not! Fit! And leaves dents in my fingers from the trying. Also… Minifigs and minidolls are much nicer designs than most of the competition offerings (Playmobil is the only real challenger there, imo).
There isn’t a shortage of good sub-50 and around-50 kits for kids and adults, either. City, Friends, Ninjago, Dreamzzz, Disney, etc. all have their fair share, and there are even some nice display kits in the mix. The better those sell, the more they’ll make.
There are absolutely reasons why Lego is still the leader. (But I do wish the latest wave of Star Wars pricing wasn’t so… that. My poor budget. Sniff.)
For anyone who's interested, I think I'm starting to see the fruits of Lego attempting to expand in the Middle Eastern market.
In Jordan, Lego has always been astronomically expensive. I'm talking 2 to 3 *times* more expensive than the US.
A couple months ago, the storefront for the local distributor started advertising that they were offering Lego for low prices. I went and was absolutely gobsmacked at how much cheaper sets were. I was also surprised to see pretty recent sets on sale. We usually get sets about half a year after everywhere else.
To illustrate how drastic the price decreases are:
The first time I saw the Concorde 10318 for sale here it was 345 JOD (486 USD). The last time I saw it it was 220 JOD (310 USD). Still expensive for sure, but that's a huge difference!
The sets aren't being discounted, mind you. They are simply being given new prices. The only possible reason I can think of for these price decreases is that Lego and the local distributor here have negotiated a new deal that allows sets to be sold for more reasonable prices.
@GBP_Chris said:
"No market booms forever, and all bubbles burst. This won't continue for much longer ..."
There have been predictions that the bubble will burst for 10+ years now. I remember people saying don't buy Fire Brigade modulars for resale, don't buy Emerald Nights, don't buy those cheap Hobbit sets that aren't selling as the movie trilogy didn't reach expectations, the Lego Movie hype will soon die down, there will be a post-covid mass sell off, etc. No doubt the bubble will burst at some stage but nobody will be able to accurately predict when.
@Ottozone said:
"No LEGO fan should be happy that they've increased both profit and marketshare, because that means there is less need for LEGO to be competitive."
That depends on the situation of the fan. I don't buy much LEGO (for myself) these days but I still consider myself a fan and I still regularly build modern sets, I just build them out of my own parts collection, and I also MOC a lot. LEGO having such a large fan base and market share is good for me as it means they are creating a more diverse range of designs than ever and still give the instructions away free so I can build them and the large fan base getting upset at high prices on the primary market means that the secondary market is holding up very well so it is easy to sell on older sets bought when they were cheap, even though bigger and better but more expensive sets exist.
I find it weird, but if true - all the best for Lego.
@VoidSeeker said:
"In any case, I would be happy if they could find their way back to te ground at some point and focus on playsets for children that aren't exclusively based on movies and video games."
You’re right, LEGO don’t make toys for kids anymore that aren’t in black boxes. Oh except City. And Creator 3 in 1. And Friends, Ninjago, Dreamzzz, Classic, Technic and Duplo. But do go on…and on and on and on…
@Alemas said:
"And how much of those profits will go into developing sets with better value-for-money?
Absolutely zero! :)
What can I say, as long as the numbers are higher than the previous year, they have no reason to change anything.
Those who are worried about prices, part quality, colour matching, and all the usual complaints, are in the vast minority of those who regularly buy LEGO, and those who switch to alternative manufacturers make such an insignificant dent in LEGO's balance sheets that they have no reason to cater to them.
They cater to the mums, dads, grandparents, and extended families of kids who don't care about prices, part quality, or colour matching, they want to put pieces on top of each other, sometimes to the sides, and play with the completed build.
They don't care about the more pronounced sprue marks, the different shades of tan in a wall, or the fact that sets are going at well over 10c per piece now.
LEGO communities talk about these problems because LEGO is their passion. Mums and dads don't because they want to make their kids happy, or they don't even realise that there are problems in the first place. And most of the adults who buy LEGO's new adult-oriented sets, which are very often simply near-static recreations of something in LEGO form, either turn a blind eye to the problems or are satisfied enough with the result to say "looks good enough for something recreated using bricks".
It takes far, far more than just one German LEGO shop owner with a YouTube channel to change enough people's perceptions to force LEGO into changing their course. Unless all LEGO communities band together to "educate the masses", so to speak, nothing will happen and LEGO will continue posting record profits after record profits, with no improvements in the sets themselves.
But of course they can't/won't do that because they're often supported by LEGO themselves..."
THIS!
Perfect summary, thank you
I'm really starting to lose interest in LEGO. I still love the idea of LEGO but with rising prices, quality issues, stickers being used to create "detail", lack of affordable sets, lack of detailed and fun set that aren't taking up my entire house, I don't see much value anymore. It's just huge set after huge set focused on people that usually don't buy LEGO but will buy that one set. I used to love the bigger sets and was beyond exited when I got one. Now I couldn't care less about the big sets anymore and see myself drawn towards the small joys such as Creator 3-1 or Advent Calendars (which are also too expensive).
LEGO can do whatever they want, it's their company in the end. And with record-breaking revenue, I don't blame them for continuing into this direction. It's part of what the world has become. Joy is slowly killed by making everything "bigger, better & exclusive". LEGO isn't the only hobby going this direction.
@CCC said:
" @GBP_Chris said:
"No market booms forever, and all bubbles burst. This won't continue for much longer ..."
There have been predictions that the bubble will burst for 10+ years now. I remember people saying don't buy Fire Brigade modulars for resale, don't buy Emerald Nights, don't buy those cheap Hobbit sets that aren't selling as the movie trilogy didn't reach expectations, the Lego Movie hype will soon die down, there will be a post-covid mass sell off, etc. No doubt the bubble will burst at some stage but nobody will be able to accurately predict when."
Certainly, and I'm no prophet so I won't even bother to try and grab a time. I am curious as to whether or not we may see a reprise of the late 90's/early 00's - panic over lower sales, soul-searching for the lost parts of the LEGO culture, and bold new ideas that go back to basics while still being exciting.
And calm yourselves, BIONICLE fans, it's never coming back.
I bet number of units sold went way down. It’s easy for high profits when most of your products are overpriced to varying degrees.
@GBP_Chris said:
" @CCC said:
" @GBP_Chris said:
"No market booms forever, and all bubbles burst. This won't continue for much longer ..."
There have been predictions that the bubble will burst for 10+ years now. I remember people saying don't buy Fire Brigade modulars for resale, don't buy Emerald Nights, don't buy those cheap Hobbit sets that aren't selling as the movie trilogy didn't reach expectations, the Lego Movie hype will soon die down, there will be a post-covid mass sell off, etc. No doubt the bubble will burst at some stage but nobody will be able to accurately predict when."
Certainly, and I'm no prophet so I won't even bother to try and grab a time. I am curious as to whether or not we may see a reprise of the late 90's/early 00's - panic over lower sales, soul-searching for the lost parts of the LEGO culture, and bold new ideas that go back to basics while still being exciting.
And calm yourselves, BIONICLE fans, it's never coming back."
It'll happen at the next major economic collapse. Wonder if Orange Clown has enough time to make it happen... he's certainly trying!!!
@Hiratha said:
"The thing is, price per part isn’t everything. The old mega(bloks) kits are currently on steep, steep discount due to the relaunch and as much as a 537 piece kit based on an IP I love for 14 quid ish ought to be a no-brainer the trouble is, once you buy it, you then have to build the damn thing, and that’s no fun at all.
I’ve tried a few alt brands now and none of them have been free of at least one (usually more) annoying or even downright painful issues: The edges of the bricks are too sharp, the clutch excessive, the pieces don’t fit together as nicely, the instructions can lack clarity and good sense and accuracy. (Even Nanoblock, my personal favourite, suffers a little on the instructions front.) While some things will naturally affect me more than most, due to the nature of my disability, I’m clearly not uniquely put off when even with those steep discounts the kits are still sitting there months later.
Much though it’s easy to say when I push sticker duty off on my longsuffering partner, I’d happily take a dozen stickers over one more piece that just! Will not! Fit! And leaves dents in my fingers from the trying. Also… Minifigs and minidolls are much nicer designs than most of the competition offerings (Playmobil is the only real challenger there, imo).
There isn’t a shortage of good sub-50 and around-50 kits for kids and adults, either. City, Friends, Ninjago, Dreamzzz, Disney, etc. all have their fair share, and there are even some nice display kits in the mix. The better those sell, the more they’ll make.
There are absolutely reasons why Lego is still the leader. (But I do wish the latest wave of Star Wars pricing wasn’t so… that. My poor budget. Sniff.)"
Have you tried Lumibricks?
Clearly they're not struggling for money. They could stand to knock a few bucks off their most overpriced sets, which theoretically would actually lead to more sales, and more money in their pockets. I'll be curious to see their numbers for the second half of this year, and next year. Especially considering the insanely overpriced summer Star Wars lineup, a $1000 Death Star that is not designed the way most people would want, an overpriced and underwhelming Hogsmeade set, an overpriced and poorly named Black Pearl set, etc., etc. I predict sales of a lot of these sets are not going to be good and we're going to see some heavy discounts on many of them. Hopefully that will put pressure on LEGO to walk prices back a bit moving forward. But I have strong doubts they'll actually do that, even if sales for some of the aforementioned sets are abysmal.
I hope some aFol's here do this.
They'd be a lot happier collecting for their hobby.
Not for a re-saler or an investor.
Respectful advice, no arrogance or offense meant...I do all of these....
- DO NOT be a completest. Even if you can afford it. You don't need EVERY set. We're adults. We truly don't need every thing of every genre out there from a toy line.
I did this. I only collect the sets I TRULY wanted. I display them or part them out for my own mocs and mods. Much happier collector. I enjoy and cherish the models more.
- SAVE for the bigger priced kits. Sacrifice something in your day to day. Don't buy that coffee everyday or twice a day. Put a little away each week and you'll get that Death Star within a year.
I only did $20 a week, that's all and within 10 months I got the UCS 2017 Millennium Falcon.
- LOOK FOR SALES. YES, there are sales out there. Don't rush to get that kit day one. You can wait, be patience and look around eBay, Amazon, etc. Find good condition used kits too at lower prices.
- With the kits you have, MOD THEM. So much fun to mod your existing collection to your liking. Customize, use inspiration art and photos online to add to your kits.
- If you have children, build with them. Not just existing sets, but get base plates, minifigs, bricks and moc scenes with your kid. So rewarding and quality time.
- Moc, mod minifigs. So many online independent dealers out there with unique parts, elements that Lego doesn't make and you can create unique, one of a kind minifigs.
Please don't get mad. Lego has ALWAYS been an expensive toy. It's astonishing some people who collect don't know this. I've been collecting for 20 years regularly and 40 years if you count when I was a kid with my first simple sets.
Look at the what you got back in the late 70s, 80s and 90s, compare to today and those sets were expensive.
BUT, the last decade you get a UCS styled big ticket set almost every month. Where before 2015 you'd only see that once or twice a year. That's the big difference. No true 'range' of prices within a theme.
The $10-$15, then to $20-$40, then to $60 - $80 and then the flagship of the line $100 to $150.
And with these financials from Lego...well someone is buying the large priced kits, regularly and keeping Lego running smart and smooth.
Too much angst by Afol's in a hobby that's supposed to be fun. Chill my brother's and sisters.
Learn how to really enjoy this hobby.
I hope Lego does that full range again. Along with the bigger priced sets.
But their business model as of the last few years says otherwise.
They know what they're doing.
Newsflash: Lego is expensive.
More news at 6.
I’ll be the third (at least?) here to mention Jang’s Other Bricks YouTube channel. It’s really fun and he does a good job of showing a variety if different companies that are competing with Lego.
Well, I'm mostly buying second hand and/or smaller sets in recent years, and rarely one large set in a year if I really really want it..
@GBP_Chris said:
" @CCC said:
" @GBP_Chris said:
"No market booms forever, and all bubbles burst. This won't continue for much longer ..."
There have been predictions that the bubble will burst for 10+ years now. I remember people saying don't buy Fire Brigade modulars for resale, don't buy Emerald Nights, don't buy those cheap Hobbit sets that aren't selling as the movie trilogy didn't reach expectations, the Lego Movie hype will soon die down, there will be a post-covid mass sell off, etc. No doubt the bubble will burst at some stage but nobody will be able to accurately predict when."
Certainly, and I'm no prophet so I won't even bother to try and grab a time. I am curious as to whether or not we may see a reprise of the late 90's/early 00's - panic over lower sales, soul-searching for the lost parts of the LEGO culture, and bold new ideas that go back to basics while still being exciting.
And calm yourselves, BIONICLE fans, it's never coming back."
LEGO is a very different company to back then. Look at what they have invested in their own infrastructure. They now own large numbers of factories pumping out more than ever (and still cannot keep up with demand) that are highly automated. They own a lot of real estate. They sell in a much larger geographical region. They sell to a much larger demographic. If people in general (not specific individuals) cut down then they still have margins they can cut but I imagine it will be in line with reduction of range. If it was adults that reduce their purchases (of adult sets) then those would be hit, whereas if kid sets were not selling so well I imagine that they would reduce the range there. It is also a different world in that so much of what is sold now (not just LEGO) is licensed partnerships rather than in-house. If licences are selling well but in-house not,we could see the reduction of in-house themes. As LEGO control the production of pretty much all of their own parts, I do not see an issue of spiralling costs of production like in the past. They also seem to take a much more pragmatic view of new innovative products being a tiny part of their portfolio so if they fail it is not a big deal.
The peak interest now is so much higher than in the past. Obviously bigger objects fall harder when they fall, but I think they have been quite clever in spreading themselves. If one geographical market fails, or if kids in one region stop being interested, or if a particular license becomes toxic, they have plenty of other supports holding them up.
@M_Jibril said:
"For anyone who's interested, I think I'm starting to see the fruits of Lego attempting to expand in the Middle Eastern market.
In Jordan, Lego has always been astronomically expensive. I'm talking 2 to 3 *times* more expensive than the US.
A couple months ago, the storefront for the local distributor started advertising that they were offering Lego for low prices. I went and was absolutely gobsmacked at how much cheaper sets were. I was also surprised to see pretty recent sets on sale. We usually get sets about half a year after everywhere else.
To illustrate how drastic the price decreases are:
The first time I saw the Concorde 10318 for sale here it was 345 JOD (486 USD). The last time I saw it it was 220 JOD (310 USD). Still expensive for sure, but that's a huge difference!
The sets aren't being discounted, mind you. They are simply being given new prices. The only possible reason I can think of for these price decreases is that Lego and the local distributor here have negotiated a new deal that allows sets to be sold for more reasonable prices."
Those high prices actually make perfect sense since there are probably plenty of people there who can afford it for those prices. Thanks to globalism you can get everything anywhere immediately online so millions of rich non-westerners are already substituting those who try to boycott prices in EU/US. notice it's always global demand, not western. It's so big that they actually need to slow it down by increasing prices. Lego is still cheap overall and will get much more expensive
@Amik said:
" @M_Jibril said:
"For anyone who's interested, I think I'm starting to see the fruits of Lego attempting to expand in the Middle Eastern market.
In Jordan, Lego has always been astronomically expensive. I'm talking 2 to 3 *times* more expensive than the US.
A couple months ago, the storefront for the local distributor started advertising that they were offering Lego for low prices. I went and was absolutely gobsmacked at how much cheaper sets were. I was also surprised to see pretty recent sets on sale. We usually get sets about half a year after everywhere else.
To illustrate how drastic the price decreases are:
The first time I saw the Concorde 10318 for sale here it was 345 JOD (486 USD). The last time I saw it it was 220 JOD (310 USD). Still expensive for sure, but that's a huge difference!
The sets aren't being discounted, mind you. They are simply being given new prices. The only possible reason I can think of for these price decreases is that Lego and the local distributor here have negotiated a new deal that allows sets to be sold for more reasonable prices."
Those high prices actually make perfect sense since there are probably plenty of people there who can afford it for those prices."
Just to speak to this point, Jordan is not a rich country like the UAE or Qatar. Lego is a niche luxury thing here, though between the expanding middle class and the deliberate lowering of prices, it would seem that Lego stands a good chance of increasing in popularity here.
@CCC said:
"I don't buy much LEGO (for myself) these days but I still consider myself a fan and I still regularly build modern sets, I just build them out of my own parts collection, and I also MOC a lot. LEGO having such a large fan base and market share is good for me as it means they are creating a more diverse range of designs than ever and still give the instructions away free so I can build them and the large fan base getting upset at high prices on the primary market means that the secondary market is holding up very well so it is easy to sell on older sets bought when they were cheap, even though bigger and better but more expensive sets exist."
You mentioning the instructions being free reminds me of this Tumblr post: https://www.tumblr.com/sataidelenn/785072967619051520/ok-who-left-sabine-unsupervised?source=share
@CCC said:
" @GBP_Chris said:
"No market booms forever, and all bubbles burst. This won't continue for much longer ..."
There have been predictions that the bubble will burst for 10+ years now. I remember people saying don't buy Fire Brigade modulars for resale, don't buy Emerald Nights, don't buy those cheap Hobbit sets that aren't selling as the movie trilogy didn't reach expectations, the Lego Movie hype will soon die down, there will be a post-covid mass sell off, etc. No doubt the bubble will burst at some stage but nobody will be able to accurately predict when."
This is a fanbase who got addicted to prices that didn’t reflect inflation for over four decades, and who regularly claimed that massive clearance sales on product that was grossly overproduced was a sign that the company was in good health. It galls them to see profitability because it’s a regular persistent reminder of how completely off base their claims have been.
I mean, seriously, after Kjeld Kirk stepped down as CEO, and the company had been restored to profitability, there was a period of maybe 3-5 years when I was _constantly_ seeing people whinge about how, “I guess they don’t want to sell anything to me,” because the clearance sales had gone from waterfall to trickle in such a short span of time. No, they did want to sell it to you, but they wanted to do it a year ago when it was listed at full price. Now they just want to dump the dead weight to make room for product that’s actually in demand.
I think "high prices" will affect future AFOLs, because today due to "high prices" there are few KFOLs...
I was a lucky boy 30 years ago during 90s, because I got several iconic sets from the golden era of Lego Town, such as Metroliner, the Yellow Station, the Airport Shuttle (my unicorn!), Victory Lap Raceway, the Metro park, the Yellow Airport etc... so now I'm an AFOL who buys tons of sets, old and new (this year at the moment I spent over 2000€!)...
but today could my father buy me all these sets, with the new crazy prices? I don't think...
To put things in perspective, Lego, even though it seems expensive, is a cheap hobby. My father-in-law builds classic cars. You pay $400 for a gear knob. The cars he buys are the same price as the total on my "wanted" set list (15 years and counting).
@pazza_inter said:
"I think "high prices" will affect future AFOLs, because today due to "high prices" there are few KFOLs...
I was a lucky boy 30 years ago during 90s, because I got several iconic sets from the golden era of Lego Town, such as Metroliner, the Yellow Station, the Airport Shuttle (my unicorn!), Victory Lap Raceway, the Metro park, the Yellow Airport etc... so now I'm an AFOL who buys tons of sets, old and new (this year at the moment I spent over 2000€!)...
but today could my father buy me all these sets, with the new crazy prices? I don't think..."
Sounds to me like your parents had a fair amount of money. None of those sets were cheap. Sure, the actual amount charged for them was less than the amount asked for a lot of sets today, but that's what decades of inflation will do to you. The most expensive set in that list, 6399, cost one hundred and forty US dollars when it was released. In 2025 US dollars, that's about three hundred and fifty bucks.
The financial results are good: "It's because Lego is charging so much now, look at the obscene revenue and profits they are making."
If the financial results had been poor: "It's because people are getting sick of Lego charging so much now and aren't buying."
This kneejerk criticism of how expensive Lego has become is based on a steadfast refusal to acknowledge and account for some basic facts:
1. 10c (US) per part for non-IP sets and about 13c per part for IP-licensed sets is the norm, and it's a well-established one that existed WELL BEFORE the post-pandemic inflation of 2022-23 that kicked off the current, seemingly never-ending round of complaining we see here in almost every thread. (Some recent IP sets, notably in the Star Wars and Marvel lines, absolutely are more expensive, and in those particular cases yes, it's fair game to criticize the price.)
2. Inflation is a real, valid thing and it's about BUYING POWER so it's not only appropriate but also ESSENTIAL to factor it in. And adjusted for inflation, the price per part of most vintage sets was atrocious by today's standards - like 30-35c per part in many cases, and that was in the era before IP licensing, so the IP tax had nothing to do with those high prices back then.
3. In real, inflation-adjusted terms, most of today's sets are MORE affordable, not less affordable, than the ones your parents bought for you (and mine for me) back in the 1970s and '80s.
4. It is true that the increased detail and in some cases size of today's sets means more parts, so many of them are more expensive in absolute terms - but remember that the "good old days" sets were at least 2-3x as expensive per part, so a set today with 2-3x as many parts as in the old days for a similar-size (but more detailed) model is still the same price, in real terms, as a vintage set you might use for comparison purposes.
The main reasons Lego is growing and bringing in more revenue are well-known:
1. Major growth in brand popularity and consumption overall - larger customer base supporting more sets being produced each year;
2. Significant growth in the AFOL market, where higher disposable income supports sale of a greater proportion of larger, more ambitious, more expensive sets;
3. Continued, ever-expanding IP portfolio, which supports and reinforces both 1 and 2.
@pazza_inter said:
"I think "high prices" will affect future AFOLs, because today due to "high prices" there are few KFOLs...
I was a lucky boy 30 years ago during 90s, because I got several iconic sets from the golden era of Lego Town, such as Metroliner, the Yellow Station, the Airport Shuttle (my unicorn!), Victory Lap Raceway, the Metro park, the Yellow Airport etc... "
I don't believe this. There are lots of sets under let's say £25. And loads of cheap small sets, polybags, comics with small sets or figures. I reckon the average kid today has more LEGO than the average kid of the 70s or 80s.
The Metroliner was a $150 set in 1991. That was very expensive at the time equivalent to $355 now. The equivalent set today is probably the passenger train 60337 at just $190.
@PurpleDave said:
" @StyleCounselor said:
" @PurpleDave said:
" @StyleCounselor said:
"P.P.S. Lego restricting PaB sales because of tariffs looks all the more ludicrous with these financials."
With postal and parcel services flat out ceasing the shipment of small packages to the US as of the end of last week, there’s really no point in offering PABS to the US until the tariff adjustments can be implemented, or until they can roll PABS into PABB as it sounds like they’ve done already in Europe. I mean, they could let you buy it, but it’s not going to be delivered anytime soon."
How's that any different than all last year?
I had one PaB order take over 6 months to arrive after making 5 phone calls and 6 emails totaling over an hour of time. Granted, it was free, by that time.
"
PABB takes at least a month to get out the door. Once that happens, shipment time is negligible (I’ve had shipments from Europe arrive in Michigan faster than shipments from California, because it’s all done by air now). Currently, if they drop off a tub of parcels at their local post office, it’s going to be refused until postal rates are adjusted and tariff systems are implemented. So what’s the point of even processing your order if they can’t actually ship it when it’s ready, and they don’t know how much they should have charged you when the order was originally placed?"
I'm in the US and just placed a PAB order last Friday (from the Best Sellers list). It's already on the way to me. What isn't going to flow right now (at lease for those of us in the States) are things that have to come from Billund. Due to all the tariff regagamarow, TLG isn't even offering non-US Best Sellers (which are in stock at the Chicago warehouse).
Unfortunately these good numbers do not come from product improvement, but rather shrinkflation and price inflation. Lego toys have reached a point of absurd pricing without actually improving the product very much. Quite the opposite, many models seem unfinished like the new Turbo Tank, that cannot be held without crashing, as if either the designers weren't given enough time or enough pieces to make a good model. Also minifigures get less printings on arms and legs which is especially laughable in these 200-300+ $ collector sets. There are sticker sheets galore, where other companies like Cobi manage to put prints on most of their parts. Lumibricks have working light elements for half the price. And neither the sticker printing nor the LEGO parts color quality is consistent enough to be called a premium brand. It might still look good in numbers, but Lego is resting too much on their success of previous years. If they do not improve soon, they will get big problems in the years to come, they have to up their quality and should especially focus on their Minifigures, which is one of the only remaining standalone reasons to purchase Lego.
@daewoo said:
" @PurpleDave said:
"PABB…"
I'm in the US and just placed a PAB order last Friday (from the Best Sellers list). It's already on the way to me."
Sorry, that should have been PABS, not PABB. On the same order, I got both. PABB got here Tuesday, in time for a show that started yesterday. PABS…who knows? I wouldn’t be shocked if they outright cancel it, since the order was only placed about a week ago.
"…regagamarow…"
Rigamarole?
"TLG isn't even offering non-US Best Sellers (which are in stock at the Chicago warehouse)."
I’m not sure what you mean by this. PABB for the US market is picked and packed in the US, making it a domestic shipment that’s already cleared US Customs (likely from Mexico, which is subject to tariffs on Mexican imports, not European ones). If it’s being picked in Europe and shipped to the US, that’s PABS. If it’s produced in Europe and bulk shipped to the US for filling PABB orders, it’s not affected by the de minimis revocation, because it would massively exceed the maximum value allowed under de minimis.
@tmtomh said:
"In real, inflation-adjusted terms, most of today's sets are MORE affordable, not less affordable, than the ones your parents bought for you (and mine for me) back in the 1970s and '80s."
Very naughty. Golden rule of comment sections:- Facts are not allowed to get in the way of endless irrational whining.
Needn’t worry too much about lower income kids getting access - so long as jumble sales and the like still exist, so too do boxes of assorted lego bits for less than a kit costs. Although it won’t do much for Lego sales figures.
@CCC said:
" @pazza_inter said:
"I think "high prices" will affect future AFOLs, because today due to "high prices" there are few KFOLs...
I was a lucky boy 30 years ago during 90s, because I got several iconic sets from the golden era of Lego Town, such as Metroliner, the Yellow Station, the Airport Shuttle (my unicorn!), Victory Lap Raceway, the Metro park, the Yellow Airport etc... "
I don't believe this. There are lots of sets under let's say £25. And loads of cheap small sets, polybags, comics with small sets or figures. I reckon the average kid today has more LEGO than the average kid of the 70s or 80s.
The Metroliner was a $150 set in 1991. That was very expensive at the time equivalent to $355 now. The equivalent set today is probably the passenger train 60337 at just $190. "
I don't know how is the inflation in the UK, I'm italian and on the box of my 6395 there is still the old price 65.000L (italian lire). According to an online calculator, it's about 100€ (200.000L) and AT THE MOMENT with that money you can buy just a LEGO delivery truck, while in 1988 you got a complete finish line, with pit boxes, 4 cars formula 1 style, 1 truck/safety car, 13 minifigs... and all on 2 roadplates (a complete playset 51 cm long!)
@Laoakai said:
"Unfortunately these good numbers do not come from product improvement, but rather shrinkflation and price inflation. Lego toys have reached a point of absurd pricing without actually improving the product very much. Quite the opposite, many models seem unfinished like the new Turbo Tank, that cannot be held without crashing, as if either the designers weren't given enough time or enough pieces to make a good model. Also minifigures get less printings on arms and legs which is especially laughable in these 200-300+ $ collector sets. There are sticker sheets galore, where other companies like Cobi manage to put prints on most of their parts. Lumibricks have working light elements for half the price. And neither the sticker printing nor the LEGO parts color quality is consistent enough to be called a premium brand. It might still look good in numbers, but Lego is resting too much on their success of previous years. If they do not improve soon, they will get big problems in the years to come, they have to up their quality and should especially focus on their Minifigures, which is one of the only remaining standalone reasons to purchase Lego. "
The Turbo Tank is indeed a terrible value and a mediocre set.
But overall your claim that shrinkflation and price inflation are the cause of these good earnings numbers is demonstrably false. This mindless carping about how expensive Lego is, when it was actually much MORE expensive in the good old vintage days, is so tiresome - even moreso because the price references you and other folks use to justify the price-complaint claims are skewed towards Lego's most expensive sets. Why? Because you and the rest of us are AFOLs, who gravitate towards the large, complex, expensive sets, and who also gravitate towards IP-licensed sets. It's rank hypocrisy and willful ignorance to make these blanket claims that Lego is more expensive now.
@pazza_inter said:
"I think "high prices" will affect future AFOLs, because today due to "high prices" there are few KFOLs...
I was a lucky boy 30 years ago during 90s, because I got several iconic sets from the golden era of Lego Town, such as Metroliner, the Yellow Station, the Airport Shuttle (my unicorn!), Victory Lap Raceway, the Metro park, the Yellow Airport etc... so now I'm an AFOL who buys tons of sets, old and new (this year at the moment I spent over 2000€!)...
but today could my father buy me all these sets, with the new crazy prices? I don't think..."
Let's see, your dad spent about $149usd in '91 on the Metroliner, today would be about $350.
Airport Shuttle was $140 in '90, today would be also about $350.
Victory Lap Raceway in 1988 was $58.25, today about $160.
Metro Park and Service Tower in '88, $58.25, today $160.
Airport 1985, $52.50, today also $160.
So today he could've gotten you some nice City sets like The City Tower for $209, Explorer Train, Arctic Truck, Galactic Spaceship, Seaside Harbour, Modular Space Station, etc.
Ranging $80 bucks to $209.
@PurpleDave said:
" @daewoo said:
" @PurpleDave said:
"PABB…"
I'm in the US and just placed a PAB order last Friday (from the Best Sellers list). It's already on the way to me."
Sorry, that should have been PABS, not PABB. On the same order, I got both. PABB got here Tuesday, in time for a show that started yesterday. PABS…who knows? I wouldn’t be shocked if they outright cancel it, since the order was only placed about a week ago.
"…regagamarow…"
Rigamarole?
"TLG isn't even offering non-US Best Sellers (which are in stock at the Chicago warehouse)."
I’m not sure what you mean by this. PABB for the US market is picked and packed in the US, making it a domestic shipment that’s already cleared US Customs (likely from Mexico, which is subject to tariffs on Mexican imports, not European ones). If it’s being picked in Europe and shipped to the US, that’s PABS. If it’s produced in Europe and bulk shipped to the US for filling PABB orders, it’s not affected by the de minimis revocation, because it would massively exceed the maximum value allowed under de minimis."
Oh, it's definitely 'rigga-regaga-reggae-mon-marow.' That's the least of how stupid this *^%$&??°?¤? is!!
On Lego's side and Tumpty-Dumpty.
I'd love to see LEGO or another compatible brick build company come up with a line of sets made from solely recycled materials. A bit like recycled cardboard nowadays, it should be marketable for those who are more environmentally conscious!
@SillyTwig said:
"I'd love to see LEGO or another compatible brick build company come up with a line of sets made from solely recycled materials. A bit like recycled cardboard nowadays, it should be marketable for those who are more environmentally conscious!"
That may not be feasible. Recycled plastic isn't the same as "virgin" plastic- something to do with the polymer chains getting shorter, or something. Surely someone else knows more and can enlighten us.
@legoDad42 said:
So today he could've gotten you some nice City sets like The City Tower for $209, Explorer Train, Arctic Truck, Galactic Spaceship, Seaside Harbour, Modular Space Station, etc.
Ranging $80 bucks to $209.]]
I respect your opinion but I don't agree...
because the Metroliner, the monorail, the raceway, the airport, etc... were iconical sets, the top tier of that day, still remembered today AND integrated in a modular streets system, so you could add other smaller sets and create your own town. OR FOUR BASEPLATES as landing strip OR complete train track totally mains-powered!
Today sets like the City Tower... I have to check which set is! And... Woah! TLG give us the incredible amount of 2 plastic train tracks and a single push along wagon!!! Or (in another set) an airport WITHOUT landing strip. "Roads? Where we're going, we don't need roads!"
I can't believe LEGO wasn't go out of business in my days!!!
@pazza_inter said:
[[ @legoDad42 said:
So today he could've gotten you some nice City sets like The City Tower for $209, Explorer Train, Arctic Truck, Galactic Spaceship, Seaside Harbour, Modular Space Station, etc.
Ranging $80 bucks to $209.]]
I respect your opinion but I don't agree...
because the Metroliner, the monorail, the raceway, the airport, etc... were iconical sets, the top tier of that day, still remembered today AND integrated in a modular streets system, so you could add other smaller sets and create your own town. OR FOUR BASEPLATES as landing strip OR complete train track totally mains-powered!
Today sets like the City Tower... I have to check which set is! And... Woah! TLG give us the incredible amount of 2 plastic train tracks and a single push along wagon!!! Or (in another set) an airport WITHOUT landing strip. "Roads? Where we're going, we don't need roads!"
I can't believe LEGO wasn't go out of business in my days!!!]]
But with the budget your dad had, he could easily buy great sets today. Under the budget of the older sets so you can add to them to expand them.
You can get more tracks, get more plates, get more road and still be around that budget.
Iconic sets today you could get with the adjusted budget for inflation would be:
- Tudor Corner ($229)
- Dinosaur Fossils ($250)
- Arkham Asylum ($300)
- D&D ($360)
- Artemis Launch ($260)
- X-Men Mansion ($330)
And more. So today you if you were a kid would love these sets and as you grow older would be nostalgic for them like you are now for the great sets of the 80s and 90s.
It's all relative.
Unfortunately, disposable income (in The UK at least) is less now than it once was so comparing parents spending power is not as straightforward as adjustments for inflation.
Here, taxation and rising costs have reduced disposable income whereas, AFAIK, The US has shown a general increase.
My parents had more disposable income than we had as parents. There are a variety of reasons - not least the number of bills and costs my parents never had.
Here, inflation rates and wage increases (which reflect disposable income) do not equate - not even close. Take 2022 which saw a 10% inflation rate but an average wage increase of just 2.2%
Yep, LEGO is expensive but we can't truly compare now and then purely on inflation.
I agree with consensus that most sets are too expensive now. I’ve railed in my hobby and found other things to do. I still enjoy Lego and will buy the modular each year and have enough shelf space for 8 more. And buy some sets on sale and sell them on later..
I now have the Lumibricks Nightclub and the Pantasy Opera House - both were fantastic, much cheaper and great quality.
Does Lego want to be the biggest or the best? 10 years ago they said they don’t want to be the biggest, they want to be the best. Seems like this has changed.., yeah they’re just way too expensive now even considering inflation last few years.
The main sets I used to buy in 1971 were 55p Legoland vehicles (inflation adjusted = £7). Similar size to current £3.50 polybags. Obviously there are a lot more bigger sets now, costing a lot more money. Fortunately Lego still make plenty of sets in all price ranges, from pocket money upwards. Expecting to be able to get every single set I like is just me being unrealistic, not Lego being evil, as some seem to believe.
"With 314 new sets launched in the first half of 2025...." I'm really wondering exactly what counts as a "set." I mean, obviously they're not going to include multipacks, but do they include every CMF? Every magazine gift?
My local LEGO retailer has been selling LEGO exclusively for the first couple of years, since he started out in 2019. In 2024 he started selling clone brands (Cada, Rastar, Pantasy, Lumibricks, Mattel Brick Shop) . Started out with only a few sets, but now about 1/3rd of his stock is comprised of non-LEGO bricks. The difference in price is staggering and the sets look appealing. I have been tempted to give it at try, but false sentiment has stopped me from buying it… so far…
@wez0637 said:
"My local LEGO retailer has been selling LEGO exclusively for the first couple of years, since he started out in 2019. In 2024 he started selling clone brands (Cada, Rastar, Pantasy, Lumibricks, Mattel Brick Shop) . Started out with only a few sets, but now about 1/3rd of his stock is comprised of non-LEGO bricks. The difference in price is staggering and the sets look appealing. I have been tempted to give it at try, but false sentiment has stopped me from buying it… so far…"
Pues compra un juego que no sea lego!
I think it's fair to say that many of us are concerned/frustrated with current LEGO pricing. But as noted above with great detail, LEGO is not necessarily more expensive, even if it feels that way.
Could it just be that once we get used to a price point (such as $0.50 yogurt), we have a hard time moving off that mark? I remember and miss $3.50 impulse sets and struggle with what we seem to get with $20 sets these days. I realize it might not be based in fact but it's definitely real to me.
I struggled back in the day when faced with decisions on high dollar sets. I even passed on the UCS B-Wing even when it was 50% off at $100. In the past year, though, I've bought a number of sets over $200 each. Maybe we're just facing some kind of cognitive dissonance?
Perhaps we can find more unanimity in simply addressing current LEGO quality?
@Gus_teXeda said:
" @wez0637 said:
"My local LEGO retailer has been selling LEGO exclusively for the first couple of years, since he started out in 2019. In 2024 he started selling clone brands (Cada, Rastar, Pantasy, Lumibricks, Mattel Brick Shop) . Started out with only a few sets, but now about 1/3rd of his stock is comprised of non-LEGO bricks. The difference in price is staggering and the sets look appealing. I have been tempted to give it at try, but false sentiment has stopped me from buying it… so far…"
Pues compra un juego que no sea lego!"
Sounds like.. sound advice!
@Heriol said:
"they are still being rewarded for the decisions they are making, and so they have little incentive to change course
unless you choose to actively boycot, which I disagree with. If you want something, you want it"
absolutely insane reasoning
@yellowcastle said:"I remember and miss $3.50 impulse sets..."
I remember impulse sets being less than $2.50.
@TheOtherMike said:
" @yellowcastle said:"I remember and miss $3.50 impulse sets..."
I remember impulse sets being less than $2.50."
I remember them being free, but my parents would probably argue otherwise.
I have a weird trait; I like to search videos from 2000's and 2010's of the old LEGO Stores, and see how the displays were back then. It's logical that the early years are almost void of content, but it's quite interesting how divergent the volume is from 2019 to 2022 for example. There is NEW Gigantic amount of content being produced on LEGO from the pandemic and beyond. This was not common before. It's very unlikely that you will find a video on youtube showcasing a LEGO store walkthrough in 2017-2019, but in 2022 or 2023 it's very easy. The hobby has grown immensely after 2020, and now there a lot of casual buyers that probably make the bulk of LEGO revenue.
This is an unpopular comment, but I think sometimes we all die-hard LEGO fans could disappear and the company would not even see a blimp on their revenue metrics.
@pedro_lego said:
"This is an unpopular comment, but I think sometimes we all die-hard LEGO fans could disappear and the company would not even see a blimp on their revenue metrics."
A "blimp?" You mean like 5956? Seriously, while I think Lego would notice, you're right that AFOLs aren't what's keeping the company afloat.
Love the LEGO company defenders on these boards...Some even apparently blaming the fans for having the nerve to complain. Not the company, for dramatically raising their prices on all of their sets, and making record profits at the same time (all the while its quality taking a nosedive).... Starting to think some commenters on here actually work for LEGO and shill for them on the sites (probably the same that spout off about PPP every time someone calls out an overpriced set).
I could understand cost increases if they were really about overhead issues. However, kinda hard to complain about that (and trying to be the victim, telling fans they were .. ahem.. 'so sorry' for the mark ups but they just 'had to' do it) when they then announce huge (or record) profits year after year and also hearing about how the CEO loves his Ferrari collection.
I do wonder, how much of this profit is really demand vs the ballooning prices on the sets making up for any reduction of demand?
As for these posted numbers, I mean, they have to be legit numbers they are releasing, but with all of these factories they are building, threats and now implementation of tariffs (even though LEGO is building a factory in the US, so not sure why these are occurring) , one has to question how all of this money is really being made. I keep hearing about how global inflation is driving up prices of necessities, (and the threat of tariffs doing the same) but yet there are that many (apparently rich) people out there that can afford to buy loads of overpriced toys?
Like others have noted, this feels like a bubble LEGO is in, the tariffs taking effect and this business about not selling Standard parts via PaB to the US (yes yes I know its not LEGO per se doing it) may expose it and burst it at some point.
Then again, LEGO will probably just announce more profits somehow...and it will just encourage them to raise prices again.
@Classicsmiley
Sorry, completely missed your question - not yet! I haven’t seen a kit from Lumibricks that hits the sweet spot of really liking the design and cheap&small enough for a try out. Most of them seem really quite big and expensive (not a criticism, of course, because that’s not necessarily anything to do with how good they are - but it is relevant to whether trying it out fits with my budget and the unfortunate possibility of ending up with a kit I can’t build, which has happened with other brands and is always frustrating even with a small kit let alone a big one).