GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence data tracking online retail performance from January to February 2026, Lego saw a significant revenue decline of 58.8% over the observed period, with nearly all of its tracked online sales concentrated on Amazon, which accounted for a dominant 98.6% of revenue share. The brand's average product price settled at $42.34, reflecting a modest 2.5% decrease over the period. Among Lego's top-performing products on Amazon, the Icons PAC-Man Arcade kit commanded the highest price point at $269.96, while the Star Wars R2-D2 and Millennium Falcon sets also ranked as leading listings. This heavy reliance on a single retailer, combined with the sharp month-over-month revenue drop of 53.8%, suggests Lego's online sales may be experiencing notable post-holiday seasonal softening in early 2026.
OVER TIME
Over the last three months, revenue on tracked retailers has declined by 59% from Dec to Feb.
OVER TIME
Over the last three months, average selling price on tracked retailers has decreased by 3% from Dec to Feb.
REVENUE SHARE
Revenue distribution across product categories for Lego on Amazon.
REVENUE SHARE
Revenue distribution across tracked retailers for Lego.
BY REVENUE
$269.96
Price
$2.91M
Revenue
$93.85
Price
$2.51M
Revenue
$67.99
Price
$2.45M
Revenue
$39.96
Price
$1.94M
Revenue
