GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data tracking Amazon from January 1 to June 30, 2026, Lego remains privately owned by Kirkbi A/S (75%) and the Lego Foundation (25%), so no public ticker applies. Revenue declined 10.1% across the tracked period while the average product price climbed 16.6% to $38.41 overall, with the most recent month reaching $41.10 on a 10.7% month-over-month increase. Amazon dominated the channel mix at a commanding 98.9% revenue share, underscoring an unusually concentrated distribution footprint. Premium collector-oriented sets anchored the top of the assortment, led by the Marvel Daily Bugle at roughly $360 and the FIFA World Cup Official Trophy at nearly $200. Taken together, the data points to rising prices coinciding with softening revenue, suggesting demand sensitivity worth monitoring in the back half of 2026.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 10% from Apr to Jun.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 17% from Apr to Jun.
REVENUE SHARE
Revenue distribution across product categories for Lego on Amazon.
REVENUE SHARE
Revenue distribution across tracked channels for Lego.
BY REVIEW COUNT
Across 15M ratings on 1 channel, Lego averages 4.8★. Most reviews for the products are in the 4.8–5.0 range.
BRAND AVERAGE
4.8
/ 5
From 15M ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$159.99
Price
$3.48M
Revenue
$39.82
Price
$3.05M
Revenue
$199.99
Price
$2.61M
Revenue
$360.07
Price
$2.39M
Revenue
$169.99
Price
$2.34M
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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