Indeed, Lego bricks are more expensive than those of other manufacturers, such as KRE-O and MegaBloks. The price of the 3,803-piece Lego Death Star, for example, hovers around $400 that’s a whopping price for a children’s toy. It is generally known that a single Lego brick costs around 10 to 13 cents to buy, bringing the price of Lego sets – especially those with many pieces to very expensive marks. Notwithstanding the popularity that Lego sets have garnered over the years if there is one thing customers have always complained about it is the price tag on the sets.
There are also classic Lego set themes that have managed to make it to and be successful in the present day, such as the Lego City (a set theme introduced in 1973 to depict the buzz of city life) and the Lego Technic (a set theme introduced in 1977 to emulate complex machines).Īside from these, Lego has also introduced set themes modeled after popular cartoon, movie, and videogame franchises, such as Batman, Pirates of the Caribbean, Harry Potter, Minecraft, and Star Wars. Some of the newer set themes include pirates, robots, Vikings, castle, dinosaurs, undersea exploration kits, and trains. This enabled the company to build American cultural icons into their product lines. Although Lego is not an American company, their performance in this market over the last 80 years has made them a staple of the American childhood experience. Lego Growth Alongside American Cultureįrom building wooden toys in the 1930s and later expanding its franchise to start producing standard plastic bricks in the late 1940s, the Lego Company has produced a myriad of Lego set themes that have won the hearts and pockets of millions of people. That’s pretty hard to match in the business world. Together, these factors combine to create a high cost per brick.Īctually, they have basically dominated the market for the larger part of the last few decades – they reportedly own about 70 percent of the construction toys market. Further, the number of specialized pieces included in their sets has grown substantially over the years along with the availability of licensed products. Lego’s are so expensive because their quality, durability, flexibility, support, marketing, and network is unmatched. Since their arrival in the late 1940s, Lego’s have enjoyed a fair share of popularity in the building games market.
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