How we decide the prices of LEGO® sets

Finding the right price for a set isn’t easy and depends on a lot of factors. To name a few, our marketing team looks at the number of pieces in the set, the number of new and unique molds required, and the cost of licensing characters from other companies and brands.

We also work hard to make sure we use the very best materials so that one day you can pass on your sets to a new LEGO® fan. In fact we have a 28-point check list to make sure the quality and color of all our bricks are exactly right!

When deciding a price for each region, other factors come into play, such as statistical data about a region's population, transportation costs, currency exchange rates, local laws and taxes and the prices of other toys. No two regions are the same, so the price may be different from region to region.

While we set a suggested price for our products, other stores and individual sellers choose their own prices which are sometimes more or less than our suggested price. We have no influence on these prices and can’t match our LEGO® Store or LEGO® Shop prices to any other retailer. That’s why you might see different prices for the same set.