GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data tracking Amazon from January to March 2026, Lego maintained an average product price of $40.68 across its portfolio. Amazon dominated as the primary retail channel, capturing 99.5% of Lego's revenue share during the period. The brand experienced a significant revenue decline of 68.1% over the quarter, accompanied by a 12.7% decrease in average pricing. Premium sets such as the Marvel Super Heroes Daily Bugle ($392.03) and Harry Potter Hogwarts Castle ($165.04) stood out as high-value offerings, contrasting with the more accessible Classic Large Creative Brick Box at $39.64. These pricing dynamics suggest Lego is leveraging a wide price range strategy to appeal to both casual buyers and adult collectors in a challenging quarter.
OVER TIME
Over the last three months, revenue on tracked retailers has declined by 68% from Jan to Mar.
OVER TIME
Over the last three months, average selling price on tracked retailers has decreased by 12% from Jan to Mar.
REVENUE SHARE
Revenue distribution across product categories for Lego on Amazon.
REVENUE SHARE
Revenue distribution across tracked retailers for Lego.
BY REVENUE
$39.64
Price
$4.79M
Revenue
$392.03
Price
$4.66M
Revenue
$165.04
Price
$2.29M
Revenue
$269.95
Price
$2.16M
Revenue
