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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, primarily modular buildings. These were exceptions, not the rule. However, in the past ten years, LEGO has masterfully repositioned itself. "Automatic binding bricks" are no longer just for children; they're a mainstream hobby for teens and adults. While original modular buildings remain, LEGO now offers scaled replicas of movie props, functioning amusement park rides, luxury car models, and more. These sets are designed not for active play, but for display—pieces to be admired and appreciated.
This expansion, while exciting, comes with a higher price tag due to increased piece counts and licensing fees for sets based on franchises like Disney, Marvel, Star Wars, Nintendo, and Minecraft. While the cost can be significant, it doesn't deter LEGO enthusiasts entirely; it simply encourages more thoughtful purchasing decisions.
LEGO maintains premium pricing and retires sets instead of allowing price depreciation. However, strategic timing can maximize your spending power and enjoyment. Here's when to buy:
AnswerSee ResultsDouble Insider PointsThe LEGO VIP program relaunched as LEGO Insiders in August 2023. It's a free loyalty program offering benefits like early access to exclusive sets. The key advantage is 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. Double points promotions significantly boost savings. Monitor LEGO's social media for announcements.
Black Friday and Cyber Monday
LEGO participates in Black Friday and Cyber Monday sales, offering increased point multipliers (3x or even 4x) on select sets. Check LEGO's website for 2025 details.
LEGO has yet to offer up any information about Black Friday 2025. Until then, you can check our roundup of the best LEGO deals or check back on LEGO’s Black Friday page.
Amazon Prime Day
Amazon Prime Day, typically a two-day event in mid-July and again in October, features LEGO discounts. Prime membership is required. Past sales have included deals on Marvel and Star Wars LEGO sets.
Holiday Weekends
Three-day weekends around federal holidays (Presidents' Day, Labor Day, Memorial Day) often see LEGO discounts from third-party retailers.
Third-Party Outlets
Amazon, Target, Walmart, Barnes & Noble, and Best Buy also sell LEGO. Check these retailers for their own 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 free sets with qualifying purchases. These change frequently; check current offers before buying.
May The 4th Be With You!
Star Wars Day (May 4th) usually features excellent LEGO deals and new Collector's Series releases.
Careful planning allows LEGO enthusiasts to enjoy their hobby without excessive financial strain. By taking advantage of sales and promotions, you can build your collection strategically and affordably.
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