LEGO is the most popular and successful toy brand in the world. With a global reach in over 130 countries around the world and over 1.1 trillion pieces manufactured in total, it is difficult to find someone who has not heard of this brand. Ever since its introduction in 1949, their simple design has led to enjoyment amongst countless families, enthusiasts and kids alike, but it comes with a hefty cost.
For many years, consumers have complained about the high prices that LEGO placed on their sets, more specifically larger collector sets including Icons, Technic or other scaled replica models of objects. This surge in cost, exacerbated by increasing inflation, may deter new or returning customers. Due to this, many may opt for alternatives, or stop the building hobby altogether. A bouquet of flowers in their Botanical Collection franchise can cost up to $70, while a replica model of a Ferrari can cost nearly $500.
Despite the large price tags, one cannot fully blame LEGO for their decisions. As the largest toy company in the world, LEGO holds a very high brand to their name. When one receives a LEGO set for Christmas, they know that the set will not disappoint; LEGO is synonymous with quality. LEGO maintains a strict quality check system, ensuring that all the bricks in their sets meet the standards for the company. Though some may opt for alternatives that are more affordable, many loyal customers choose not to.
“I have played with other ones, but I would not go out and actively seek to buy anything other than LEGO just because it is awesome,” FHS engineering teacher Bob Capriles said. “The bricks that I had as a child fit with the bricks that my sons use now.”
Besides quality, there are other factors behind the scenes regarding LEGO’s high prices. LEGO designers have to perfect a set’s design, which can take copious amounts of time, which ultimately leads to an expensive price tag. In addition, LEGO has to pay for licensing if their sets are a part of a branded franchise, such as Star Wars or Marvel.
Even with the complaints about pricing, many customers and LEGO enthusiasts will continue to purchase their products for the invaluable memories that they make when they build them.
“I think it’s just the idea that you can play with it or [inanimate] things with your own imagination is really nice,” FHS junior Namar Lamba said. “It just brought a lot of creativity in me.”
Alongside the creative mindset one can develop as they play with LEGO, it may also serve as a beautiful decoration, adding vibrancy and depth to one’s house or room. Due to LEGO’s vast diversity of genres, one can find the one that best suits their interests and favorite preferences.
“I love the ocean,” FHS mathematics teacher Jacey Scholten said. “Anything I find artsy that I really like. I have the Great Wave picture hanging up in my house.”
Though LEGO may be criticized for their expensive prices, many feel as though their quality, artistry and ability to create invaluable memories can well compensate for the heavy price tag. “Building the Death Star and spending time with my sons has been a really important thing because we’ve done [these things together],” Capriles said.
