Ruby Layram


22nd Jul 2025

Forget gold bars and FTSE 100 stocks for a moment, have you considered investing in LEGO?

It might sound like something your kids are more into than your financial planner, but collectable LEGO sets have become a surprising (and seriously lucrative) alternative investment. Some rare LEGO sets have outperformed the stock market in recent years, growing faster than gold, art, or even some property!

Let’s break down how to invest in LEGO in 2025, and whether it’s worth adding some colourful bricks to your portfolio.

Why Would Anyone Invest in LEGO?

Because LEGO is booming. According to research from the Higher School of Economics in Moscow, retired LEGO sets have delivered annual returns of 11%, which more than the average S&P 500 return over the same period. That’s serious compounding from little plastic blocks.

Also read: 5 risky investments that have outperformed the S&P 500

A few fun examples:

  • The LEGO Star Wars Millennium Falcon (2007) originally retailed at £342. Now? Try £2,000+.

  • LEGO Café Corner (2007) sold for £89.99. Today, it’s worth over £3,000 sealed.

Why the growth? Scarcity + nostalgia = big value.

When LEGO retires a set, supply disappears and demand heats up. Adult collectors (and investors) are willing to pay big money for boxed, unopened nostalgia.

How to Invest in LEGO in 2025

If you’re ready to swap shares for sets, here’s how to get started:

1. Know what to look for

Not every LEGO set will shoot up in value. Look for:

  • Limited editions (Star Wars, Harry Potter, modular buildings)

  • Retired sets (a.k.a. ‘End of Life’): Once gone, they’re gone.

  • Collabs & anniversaries: Sets tied to pop culture tend to gain value over time.

2. Buy & Hold (Like a Pro)

LEGO investing is a long game. Buy now, stash in mint condition, and sell when the value spikes, usually a few years after retirement.

Top tip: Keep the box sealed, store in a cool, dry place, and avoid sun damage. Even a small dent in the packaging can drop value.

3. Track Prices Online

Use websites like:

  • BrickEconomy.com: Shows current and historical LEGO set values.

  • BrickLink: Marketplace for buying/selling sets, useful for gauging trends.

  • eBay: See what your set could fetch in real-world sales.

Should You Treat LEGO Like a Serious Investment?

If you’re a collector at heart and love a bit of fun in your portfolio, LEGO can be a smart way to diversify. But don’t chuck your index funds out just yet. LEGO investing is niche, slightly speculative, and doesn’t come with dividends or tax relief.

That said, returns can be juicy! But only if you choose the right sets, store them properly, and time your exit well.

Top Tips for Investing in LEGO and Other Alternative Assets

  1. Start small. Don’t throw your life savings into toys. Begin with £100–£500.

  2. Do your research. Know the market, understand trends, and keep tabs on what sets are retiring.

  3. Diversify. Treat LEGO as one slice of your alternative investment pie, not the whole cake.

  4. Watch out for fakes. Like watches and sneakers, LEGO has a counterfeit market. Buy from trusted sellers.

  5. Consider storage. Proper storage protects your investment. Damp basements = bad news.

If you love LEGO, investing in it is a no-brainer! Investing in something you understand (and enjoy!) can be incredibly rewarding, financially and emotionally.

Even if you’re not a superfan, it’s a fun, low-barrier way to dip into the world of alternative investments. Just remember: while some LEGO sets have done brilliantly, not all will. So be selective, strategic, and maybe a little sentimental.

Want to learn more about getting started? Sign up for our free investing newsletter or check out our guide to passive income for more ways to grow your wealth!

As with any type of investing, you capital is at risk. To learn more about investing, do sign up to our fortnightly MoneyMagpie Investing Newsletter. It’s free and you can unsubscribe at any time.

Disclaimer: MoneyMagpie is not a licensed financial advisor and therefore information found here including opinions, commentary, suggestions or strategies are for informational, entertainment or educational purposes only. This should not be considered as financial advice. 

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