LEGO is the world in miniature. From kid-sized construction projects to brick-by-brick replicas of cinematic universes, LEGO offers a way for little hands to get a grip on the world.
But LEGO also tells a tiny tale about world economics. The price of LEGO differs depending on the country where you shop. In fact, TheToyZone found a 700% difference between the average price of LEGO in the most and least expensive markets.
We used a Virtual Private Network (VPN) service to go Google Shopping in every country where new LEGO sets are sold, and totalled up the average price of eight leading LEGO sets for each territory. Then we converted our findings to US dollars and created a new set of LEGO-inspired maps to illustrate which countries pay more for their LEGO.
- Mexico is the cheapest country to buy LEGO. The average price of the sets in our study is $99.96.
- The most expensive country is Ecuador, where the average LEGO set costs $672.00.
- In the United States, the average LEGO set costs $187.37.
- Denmark is the cheapest place in Europe to buy LEGO, and the second cheapest place in the world ($101.04). It’s worth mentioning that Denmark is the country where LEGO was born.
Explore the maps below to see where your country features overall – and how prices fluctuate for different LEGO Special Editions!
Once upon a time, the United States was one of the cheapest places to buy LEGO. “Our selling costs in Europe and Asia are higher than in the US because of the size of the US market and retailers (economies of scale),” LEGO’s Corporate Management told a LEGO blogger in 2008. “Furthermore, the US market is by far the most price competitive in the world.”
However, the flattening of international markets means that American prices have caught up with many other territories. And Mexico remains the cheapest place in North America to buy new LEGO, not least because of the LEGO factory in Juaréz.
South American LEGO prices vary significantly from country to country. The cheapest place to get a set is Venezuela. But the average price in Venezuela ($217.38) is still much higher than that of the US, and several of the sets in our study were unavailable to purchase.
Ecuador has the highest average LEGO price in South America. However, we had to base that figure on the only set we could find to buy: the Lego Boost Creative Toolbox, which costs $672.00 (against $183.93 in the US and $148.64 in the UK, for example).
Denmark is the birthplace of LEGO, but living costs in Denmark are high compared to the rest of the world (and yes, LEGO is a living cost!). The Boost Creative Toolbox, for example, is more expensive in Denmark than in most of the Eurozone.
However, certain Special Editions can be found very cheaply in Denmark. For example, the Pirates of Barracuda Bay set costs as little as $33.86. This brings the overall average down to just over $100 across the sets in our study. (You can also find lots of exclusive LEGO swag at the LEGO House Store in Billund among other Danish outlets.)
Middle East & Central Asia & Africa
We found just five territories in this region where new LEGO sets are available through conventional means. United Arab Emirates is just about the cheapest country for LEGO, although the Boost Creative Toolbox costs an eye-watering $274.47. Good deals on LEGO sets like Friends Central Perk and HP Hogwarts Great Hall bring the UAE average down to $129.59.
Israel is the regional location with the broadest availability of the sets in our study. However, it is also the most expensive, with an average of $228.63 per set. Israel claimed the world’s largest LEGO tower in 2017, when thousands of volunteers used over half a million bricks to build a memorial to a young cancer victim.
The only African country where LEGO is officially available is South Africa. LEGO launched its store in Sandton City in 2018. Despite the novelty, prices in South Africa are not unreasonable. TheToyZone calculated an average cost of $138.03 across the sets in our study – although more expensive collector sets are available for those who seek them.
Rest of Asia & Oceania
LEGO is very affordable across this region. In fact, Hong Kong is the third cheapest LEGO market in the world – the LEGO factory in neighboring China produces 80% of Asia’s bricks. There are also lots of niche and megastore outlets in Hong Kong, meaning that sellers need to keep their prices competitive.
Our priciest find in this region is Taiwan. However, the average price of $299.12 is dragged up by the cost of the only legit Star Wars Millennium Falcon set we could find in the country, at a price of $1,686.47.
How LEGO Special Editions Are Priced Differently Around the World
Our final set of maps does away with the average prices and looks at the cost of individual Special Edition sets around the world.
Scroll right to see the relative cost of LEGO editions such as Disney Frozen 2 or Creator Ford Mustang.
LEGO Special Edition sets included in this analysis:
- LEGO Classic Large Creative Brick Box
- LEGO Boost Creative Toolbox
- LEGO Creator Expert Ford Mustang
- LEGO Disney Frozen II Arendelle Castle Village
- LEGO Ideas 21319 Central Perk Building Kit
- LEGO Harry Potter Hogwarts Castle
- LEGO Ideas Pirates of Barracuda Bay
- LEGO Star Wars: The Rise of Skywalker Millennium Falcon
These variations are mostly dictated by the availability of different Special Editions in each location. Vendors must also take the local popularity of each franchise into account. As well as being absolutely lovely (even if we do say so ourselves), this last series of maps shows that it is worth checking out the local LEGO market when you travel if there is a particular Special Edition you covet.
Building LEGO Futures
LEGO may not be the cheapest toy to collect but, just like real buildings, it can be an investment. A half-reconstructed ROTJ Death Star bought in 2005 could get you $2,738 now (or around half that if you’ve played with it).
And with the LEGO manufacturers seriously developing sustainable alternatives to the traditional plastic brick, and promising not just a neutral but positive impact on the planet, you could even be investing in Earth’s future: keeping the planet operational for long enough to see Junior’s early brick experiments made real!
To determine the costs of individual LEGO sets in specific countries, we first utilized a Virtual Private Network (VPN) service, Surfshark, to log into a virtual server in each of the countries listed. This way, when we searched for the item in Google Shopping, data local to that country was populated into the search, rather than from our researchers’ locations in the USA and Great Britain.
Currencies and exchange rates were all determined through XE.com, and were derived between July 15-17 2020. Sales tax rates for each country were likewise collected from publicly-available data. All final prices are listed in USD.
Sales tax is included in the final calculated price; shipping costs are not. Google Shopping was primarily used to find prices for new units of each LEGO set; in regions where Google Shopping wasn’t available, we searched for either official LEGO sellers, or for other well-established sales platforms (for example, in Central and South America, the online marketplace MercadoLibre.com was used).
The data we collected to make these maps is available upon request. Just get in touch through our contact page and we’ll get back to you right away.
Fair Use Statement
We kindly ask that if you choose to share the above project in part or whole, that you credit TheToyZone by linking back to this page. That way the creators of this study can be recognized for their work and your readers can explore the project in full.