Addressing the LEGO Price Discrepancy

 

As many of us not in the U.S. may know, there is a large price discrepancy between U.S. LEGO prices compared to the LEGO prices we pay around the world.

I have sent a letter to LEGO addressing this:

Dear LEGO,

Today I write to you to address the price discrepancy between LEGO prices in US and the LEGO prices in the rest of the world.

For example, a set like Duel on Naboo costs $24.99 USD which would equate to $35 NZD. Yet in countries like Australia & New Zealand we have to pay prices that equate to $49.99 NZD! Why is this?

It’s not just the small sets. Slightly up the line is 75170 The Phantom II set. UK pays £39.99 which equates to $70 NZD. Here in New Zealand we pay $69.99 NZD. Australia price equates to $65 NZD. But the $30 USD price equates to only $40 NZD!! Again, what is with the price discrepancy?

It’s not just the cheap sets which cost a lot. Take 75172 for example. Here in New Zealand we pay $129.99 NZD! Australia pays the equivalent of $119.99 NZD, and UK pays £64.99 aka $115 NZD. But US’s $59.99 is equal to $85 NZD. That’s a whole $45 NZD cheaper!

This price discrepancy is very troubling to us LEGO customers that are not in the US. To me, the US prices are reasonable. $7 for a cheap pocket-money set. $20 for a decent set. $55 for a large set (like the Batmobile) and around $100 for a cool big set (e.g. Star Destroyer). But here in New Zealand, we pay so much more! $20 for a real small ship?? $109.99 just for the Batmobile? And $200+ for a big set? Not worth it.

If the price increases continue, I fear many will not be able to afford LEGO. Please, LEGO, lower your prices in the rest of the world!

Sincerely,
VaderFan2187

I do hope this will address the price discrepancy and we may see fairer prices soon. Please share this article! 🙂

VaderFan2187 out! 😀 See you in the next post.

EDIT: LEGO has sent their reply back.

Dear Darth Vader,

Thanks for getting in touch with us again.

Here at the LEGO Group, we try to do our best to make sure that our LEGO® sets are accessible to our fans. We want to make sure that builders are able to get the LEGO bricks they’re looking for, after all! We appreciate you taking the time to write to us to learn more about our pricing.

I’m sorry you’re not happy with the price of LEGO® sets in New Zealand. We know we’re lucky to have so many loyal LEGO fans around the world and we’re always pleased to get feedback – especially when it’s about how we can improve.

Finding the right price for a toy isn’t easy and depends on a lot of considerations. To name a few, our marketing team looks at statistical data about a country’s population, transportation costs, currency exchange rates, local laws and taxes and the prices of other toys. No two countries are exactly the same, so the price may be different from country to country. Many other types of goods vary in price depending on the country, so the phenomenon is not limited exclusively to LEGO bricks and products – however, we do understand it can be frustrating to look at the price differences on the website and we’re glad you took a moment to write to us about it. It’s also appreciated that you took the time to provide so many specific examples, as it does help to illustrate the price differences.

Listening to what LEGO fans have to say helps us get better and better so I’m passing your feedback on to the team in charge of pricing our sets. If there’s anything else we can do for you, Vader, please don’t hesitate to let us know – we’re always happy to help! May the Force be with you!

We want to make sure we’re doing a good job for you, so you’ll always find the link to a four-question survey in our emails. Please tell us how we did today:


LEGO Survey link

Please let us know if you need anything else.

Kind regards,

Christian
LEGO® Service

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4 thoughts on “Addressing the LEGO Price Discrepancy

Add yours

  1. Well, I think you hit the nail on the head with pricing. I was going to buy the bat cave break in set which is $100 US but it’s $180 AUS when the equivalent price is $130. That’s a whole AUS $50! I don’t want that set anymore, after seeing the price gap. It’s just such bad value!

    Anyway, the letter from Lego was somewhat enlightening 💡

    Liked by 1 person

    1. I agree Jack.

      Batcave Break-In here is $200 as well, so you’re not alone with the bad pricing :/

      However, after the less-than-expected sales in U.S., I hope LEGO changes their prices to be fairer amongst the rest of the world. 🙂

      Like

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