GRIPS CUSTOMERS & RESEARCH PARTNERS
Lego's in-store performance during the first eight months of 2026 reveals significant headwinds, with overall revenue declining 7.9% and average product prices falling 8.4% since the data period began, according to Grips Intelligence. Amazon dominated the channel landscape with 98.4% of revenue share, though the brand's portfolio spans diverse categories from premium licensed sets priced at $159.99 to entry-level offerings around $37.76. The average product price of $38.08 masks considerable variation in Lego's product mix, with specialty and collector-focused items commanding substantially higher price points than core building sets. This owned by KIRKBI A/S, the holding company of the Kirk Kristiansen family, the brand faced consecutive monthly declines through the tracked period, signaling challenging market conditions despite strong Amazon channel presence.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 8% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 9% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Lego on Amazon.
REVENUE SHARE
Revenue distribution across tracked channels for Lego.
BY REVIEW COUNT
Across 7.3M ratings on 2 channels, Lego averages 4.8★. Most reviews for the products are in the 4.8–5.0 range.
BRAND AVERAGE
4.8
/ 5
From 7.3M 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
$8M
Revenue
$139.99
Price
$4.41M
Revenue
$199.99
Price
$4.33M
Revenue
$109.20
Price
$1.47M
Revenue
$159.99
Price
$949K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
Get access to full product performance analysis
