Lego

Lego Market Overview

Grips Intelligence in-store data tracked across Amazon from January 1 to July 31, 2026 shows Lego commanding a concentrated retail footprint, with Amazon accounting for 98.6% of the brand's year-to-date revenue. The average product price sits at $37.80, though pricing has trended upward overall, rising 6.2% across the measured period. Revenue, however, softened over the same stretch, declining 5.6% overall and slipping a further 1.5% month-over-month in the most recent period. The latest monthly average price of $39.43 marked a 4.1% pullback from the prior month, suggesting some promotional easing after earlier increases. Top-selling assortments skew toward premium licensed and collectible sets priced between $109 and $200, indicating that high-ticket builds remain central to Lego's channel mix despite the broader revenue dip.