Written by Ariel Connell, Staff writer
LEGO releases new sets for 2026, but prices have come so high that consumers are wondering: Are LEGOs truly toys anymore?
Every year, on January 1st, the brand LEGO releases new sets. Consumers then head online to purchase these new toys, see the cost of the product, and then complain about the recent trend in prices. This year marks the largest release to date with over 150 sets that dropped this recent January. However, prices are increasing and fans seem upset, some of which are posting about their feelings on social media.LEGO influencer “Lego Rick” is widely known for making videos on his collections; he made a short-form video on Instagram of him walking out of the LEGO store explaining how prices are far too expensive. This video went viral, with him gaining over 1 million likes. He claims “every time I see those prices, I just walk right out of the store.”
Several significant sets have dropped, including the long awaited Stranger Things Creel House, and Marvel’s Iron Man standing figurine, and LEGO also announced several Pokemon sets as well. However, fans of these sets are issuing complaints that the prices, often which are over a hundred dollars, are far too much to be paying for a smaller set. Poly student Leo Kretz (12) complains that “these sets are way too expensive. How do they expect the people who actually like Pokemon, kids, to be able to pay for these multi-hundred dollar sets?”
Fans all over the world are complaining that these expensive sets are outrageous, with prices, especially on resell and discontinued chase sets ranging from $300 to $400. Now these prices are not unfamiliar to LEGO lovers and collectors alike. The LEGO Death Star released in late 2025 costs over $1000. That is an absurd amount of money on one set, yet collectors have been buying them to display for months. These adult-oriented products have raised suspicion in the LEGO community as the company started out by making toys for children. However, we can see that in recent years the company has branched out and has been creating sets that are purely for display. This broader focus ultimately benefits the company and consumer as now LEGOs are for all ages. As we can see in their botanical sets and their paintings sets, most famously their Starry Night and Mona Lisa sets, LEGOs are becoming more for display than childhood enjoyment.
Now, some may argue that smaller sets can still be in a reasonable price range; sets like the plant buddies from the botanical product line can retail for around $20 to $25, but these are always smaller sets with no more than 500 pieces. A part of the LEGO experience is the building of the sets; some may say that these smaller sets are enough to keep them entertained for an hour, however older audiences such as teenagers or young adults crave something with a bit more substance. Unfortunately these larger sets often come with an even larger price tag. To add salt to the wound, these people are often still in school and are at the main demographic for the botanical and painting sets that LEGO loves to price so highly. These smaller sets are not as mentally stimulating, which is a large part of what LEGO is about. The challenge that comes with the building is half of the fun.
Fans of LEGO have turned to buying other sets from other companies as a substitute for LEGO. They may call it “off-brand,” but it is definitely a money saving tactic. Typically, these sets from other companies can be found at stores like Target for around $7-$10 dollars with over 200 pieces for a quick, cheap and good quality option. These sets are a nice alternative to the exorbitant prices that LEGO is providing, and still allow for nice display or play sets. Oftentimes these companies will sell sets that LEGO has not made, such as makeup and sushi sets that come in small ball-shaped packaging. Senior Addie Ballentyne (12) adds, “I always buy these when I go out with my friends. It’s a good little pick-me-up for cheap!”
So, to leave you with this final question: Is LEGO really about the fun anymore, or has it become so overpriced that it is now a luxury item for display only?