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Less than a decade ago, adult LEGO builders were a niche community. LEGO catered to these AFOLs (Adult Fans of LEGO) with occasional Creator Expert sets like modular buildings, but these were exceptions, not the rule. However, over the past ten years, LEGO has masterfully rebranded itself. "Automatic binding bricks" are now a mainstream hobby for teens and adults, transcending their status as a children's toy. While original modular buildings continue, LEGO now offers scaled replicas of movie props, functioning amusement park rides, luxury car models, and more. These sets are designed not for playful interaction, but for display—pieces to be admired and appreciated.
This expansion is fantastic, but the increased detail comes at a higher price due to the larger piece counts and licensing fees for sets based on franchises like Disney, Marvel, Star Wars, Nintendo, and Minecraft. While these prices might seem steep, it doesn't deter LEGO enthusiasts entirely; it simply encourages more mindful spending.
LEGO maintains premium pricing and retires sets instead of allowing price depreciation. However, savvy shoppers can maximize their value by purchasing during specific times of the year.
AnswerSee ResultsDouble Insider Points
The LEGO VIP program relaunched as LEGO Insiders in August 2023. It's a free loyalty program accessible on LEGO's website. Benefits include early access to exclusive sets and Insider points earned on purchases from LEGO.com or LEGO stores. In the US, every dollar spent earns 6.5 points, redeemable at a rate of 130 points per dollar. While this offers a 5% return, double points promotions significantly boost savings. Keep an eye on LEGO's social media for announcements.
Sales Seasons
Black Friday and Cyber Monday
LEGO participates in Black Friday and Cyber Monday sales. Expect premium sets offering 3x or even 4x points. Check LEGO's website for 2025 details.
Amazon Prime Day
Amazon Prime Day in July and October offers LEGO discounts. Prime members can access deals on various LEGO sets, including popular franchises like Marvel and Star Wars.
Holiday Weekends
Three-day weekends around federal holidays (Presidents' Day, Labor Day, Memorial Day) often feature LEGO discounts from various retailers.
Third-Party Outlets
Amazon, Target, Walmart, Barnes & Noble, and Best Buy sell LEGO sets. Check these retailers for their Black Friday and Cyber Monday deals. Note: Only Target offers Insider points, but at a lower exchange rate (1:1).
Gifts With Purchase
Gifts With Purchase (GWPs) offer complimentary sets with specific spending thresholds. These change frequently, so check current offers before purchasing.
May the 4th Be With You!
Star Wars Day (May 4th) usually features excellent LEGO deals and new Collector Series releases. Past promotions included 5x Insider points on select sets.
Ultimately, planning and vigilance are key to finding the best LEGO deals. With careful timing, you can enjoy your LEGO hobby without excessive financial strain.
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