LEGO produces each set for a limited period before permanently retiring it. While a set is still in production, supply is plentiful and prices generally remain at or below retail.
Once production ends, no new units enter the market, and sealed, undamaged sets become progressively scarce. As demand continues from collectors, adult enthusiasts, and new entrants discovering the theme over time, scarcity naturally pushes prices upward.
Historical analyses of the secondary market show average annual returns of 8–12% over extended holding periods, with certain highly sought-after sets appreciating by far more, in some cases rising to many tens of times their original retail price.
Independent research and media coverage validating LEGO as a legitimate alternative investment. Peer-reviewed studies from leading institutions confirm superior returns.
Higher School of Economics, Moscow
The most comprehensive academic study on LEGO investing, analysing over 2,300 LEGO sets' price appreciation from 1987-2015. The research demonstrates average annual returns of 11% - outperforming gold, stocks, and bonds.
Read Full StudyThe Guardian
Analysis revealing that LEGO sets have achieved better returns than traditional safe-haven investments like gold, with some sets appreciating by more than 600% annually.
Read ArticleResearch in International Business and Finance
Academic study by Victoria Dobrynskaya and Julia Kishilova analysing 2,300+ sets from 1987-2015. Reports 11% average annual returns outperforming stocks, bonds, and gold, with a positive multifactor alpha of 4-5% and Sharpe ratio of 0.4.
Read ArticleWealth Management
Professional wealth management analysis highlighting LEGO's low correlation with traditional markets, making it an ideal portfolio diversification tool.
Read ArticleImprobable Research
Quantitative analysis of LEGO investment returns, demonstrating consistent appreciation patterns and identifying key factors that drive value growth.
Read ArticleBloomberg
Bloomberg's in-depth coverage of LEGO investing trend among institutional investors and high-net-worth individuals seeking alternative assets.
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