LEGO Investing Guide

What is LEGO Investing?

LEGO investing is the practice of buying LEGO sets with the intention of selling them later at a higher price, usually after the set has been retired by LEGO. Once a set is no longer produced, supply becomes fixed, and demand from collectors, parents, and fans often increases—sometimes significantly.

Unlike traditional investments, LEGO investing focuses on physical, branded products with strong emotional appeal. Sets tied to popular themes such as Star Wars, Modular Buildings, Icons, and licensed franchises tend to perform best, particularly when kept new and sealed (MISB – Mint In Sealed Box). https://www.youtube.com/watch?v=n9F__LAKXKo - Good beginner video

The LEGO Market

The LEGO Group has delivered strong, consistent growth over the last five full years, with global revenue rising from DKK 43.66 billion (£4.9 billion) in 2020 to a record DKK 74.3 billion (£8.4 billion) in 2024. Revenue increased steadily through DKK 55.29 billion in 2021 and DKK 64.65 billion in both 2022 and 2023, reflecting the company’s ability to outperform the wider, declining toy market through strong product lines and brand demand. This growth is also evident in the UK, where LEGO sales exceeded £500 million for the first time in 2024.

The LEGO Group has reported record revenue of DKK 34.6 billion (approximately £4.0 billion) for the first half of 2025, representing a 12% increase compared to the same period in 2024.

What Variables Make A Good Lego Investment?

Alongside the factors above, LEGO and major UK retailers often discount many sets below retail. Buying at or under RRP lowers your entry cost, reduces risk, and improves potential returns once a set retires.

Theme strength – Popular, adult-focused themes (Star Wars, Modular Buildings, Icons, Creator Expert, major licences) tend to hold demand after retirement

Retirement status – Sets that are retired or nearing retirement aka no longer being produced tend to spike in secondary market prices. However, the point of Lego Investing Hub is to select the best items for ROI.

Exclusivity – LEGO Store exclusives or limited distribution sets often appreciate faster.

Minifigures – Sets containing characters that appear only once or in very limited form can significantly boost long-term value. A lot of collectors only buy Lego sets for mini figures.

First or last appearance – Sets featuring a character’s first or final LEGO appearance often perform well

Production run length – Shorter production runs reduce long-term supply. However, do not normally announce production runs.

Popularity at retail – Well-reviewed, frequently sold-out sets tend to resell better.

Box condition – New, sealed boxes in excellent condition result in highest prices on secondary markets.

Piece count & build quality – Larger, display-worthy builds attract collectors

Licence longevity – Timeless franchises and iconic subjects age better than short-lived trends

Storage practicality – Sets that can be stored without box damage preserve value

3 Recent Examples Of Good LEGO Investments

The below are just 3 examples of many LEGO items which have climbed in value

LEGO Tie Fighter Pilot Helmet (75274)

Released in 2020 and retired in 2022. RRP £54.99 and in 2025 it is selling for over £250.

LEGO Stranger Things the Upside Down (75810)

Released in 2019 and retired in 2021. RRP £179.99 and in 2025 it is selling £700+

LEGO Colosseum 10276

Released in 2020 and retired in 2023. RRP £475 and in 2025 it is selling £800+

What is Gift With Purchase (GWP) ?

LEGO GWP (Gift With Purchase) is a free, limited-edition LEGO set you receive when buying qualifying items directly from The LEGO Group. Because GWPs are exclusive, available for a short time, and often never sold separately, they tend to become scarce quickly and resell for strong prices. For LEGO investing, GWPs are especially valuable since they lower your cost basis and can significantly boost overall return on investment.

GWP are usually exclusive to the LEGO online store and in-store.

What are LEGO Insiders store points?

LEGO Store Points (also called LEGO Insiders points) are rewards you earn when buying directly from The LEGO Group. These points can be redeemed for discounts, exclusive items, or future purchases, which helps LEGO investing by lowering your effective buy-in cost, increasing profit margins, and improving overall ROI when reselling sets.

LEGO Store (Insiders) points can be redeemed for:

Discount vouchers for future purchases

Exclusive LEGO rewards (sets, promos, collectibles)

Limited items not sold publicly

Sweepstakes entries and special experiences

For investing, these rewards lower your cost basis and can provide access to exclusive items with resale value when buying from The LEGO Group.

Once you have made an account on https://www.lego.com/en-gb , sign up for LEGO Insiders for FREE via https://www.lego.com/en-gb/insiders/home

What Are The Risks?

With all investments — including those outside of LEGO investing — there are risks, and it is always possible to lose money. Prices are not guaranteed to rise, demand can change, and some sets may never appreciate in value. However, these risks can be reduced by buying high-quality, in-demand sets at retail price or below, particularly when sets are discounted or on sale. Purchasing well-chosen sets at a lower entry price provides a margin of safety, limits downside risk, and increases the likelihood of profit even if resale growth is modest.

It is VITAL you do your own research when investing in everything!

Helpful Links

https://www.youtube.com/@valenteproductions - Solid YouTuber regarding Lego Investments

https://www.youtube.com/@dgbricksyt - Solid YouTuber regarding Lego Investments

https://www.youtube.com/@kdxbricksanalytics - Solid YouTuber regarding Lego Investments