Brickheadz Benny and Sweet Mayhem @Target, grab 'em before they are gone

datsunrobbie

Available at Target as of 2:39pm Eastern time, Red Card exclusive, limit 2 per account.

There is no mention of these being limited to 5000 like Emmett and Wildstyle, but why risk it?

https://www.target.com/p/lego-brickheadz-the-lego-movie-2-benny-41636/-/A-76150349

https://www.target.com/p/lego-brickheadz-the-lego-movies-2-sweet-mayhem-41637/-/A-76150352

f2iso100

Whew, thank you! I did notice they were cheaper than Emmett and Wyldstyle, at $9.99 a piece. 

CathyVT

There's a photo on eBay of Sweet Mayhem, and it does have the limited edition sticker. Also, for those who don't know, you don't have to get a whole new credit card - you can get a Red Card Debit Card which links to an exiting checking account. However, I don't know if you can get it set up instantly (I waited for mine in the mail) but maybe there's a way to get to use it quickly...

autolycus

I just applied for a Red Debit Card. It says they will notify me of the review result by mail in 7-10 days. I may try to contact them. 

Anybody in the Atlanta area want to order an extra of each for me to pick up from you? :)

Russell844

Yes! Got one of each. Thanks!

Brainslugged

What is Lego trying to achieve with all these regional and limited release exclusives?

FollowsClosely

2 of each. And a surprise 10%+5% of at checkout.

SteveG

And now I have a new credit card I don't really want, but got the brickheadz I wanted. Now to build the emmet and wyldstyle that showed up today.

teal93mr2

I knew having that non-cc red card would come in handy. Not a fan of brickheadz at all but could be some nice trade bait down the road.

pxchris

Will be grabbing Benny as soon as I get home from work!

SumoLego

Limit of two per RedCard.  These will not be available in-store.

It seems a bit strange that they're converting a 'whoops, we really didn't want to make these' into a 'buy 'em quickly, as we only made 5000 of these'...

I suppose this indicates that a run of Brickheadz had a minimum of 5000 units.  Go only one can guess how many runs they had of the SW and SH Brickheadz.

SeijiAmasawa

First, Lego broke me and I started shopping at Walmart.
Now, I have a RedCard which I’ve resisted for so long. I just gotta make sure to pay off the balance quickly.
Damn, Lego.

MegtheCat

Thanks for posting! I got my two ordered & at least Red Card has free shipping.

CathyVT

FollowsClosely said:

2 of each. And a surprise 10%+5% of at checkout.

Where/how are you seeing the added 10% (5% is red card)

Mr_Cross

Really hope the Benny Brickheadz makes an appearance in the UK.

Switchfoot55

Well, no Red Card for me and no intention of signing up just to get a couple of sets. I may regret it later as I love both of these. But so be it. 

LegoTT

Snagged!  Picking up my Walmart exclusives this evening, too. 

gmonkey76

Got two of each. One set store pickup and ond set shipped to home. Only want one set but seeing that I don't trust the mail at my place or that the store wont slap a giant sticker on the box and just ship that way I had to do it. Hopefully they both show up ok.

Pitfall69

teal93mr2 said:

I knew having that non-cc red card would come in handy. Not a fan of brickheadz at all but could be some nice trade bait down the road.

...

Pitfall69

Switchfoot55 said:

Well, no Red Card for me and no intention of signing up just to get a couple of sets. I may regret it later as I love both of these. But so be it. 

I'm sure you will be able to get them from an awesome Bricksetter :) 

Pitfall69

CathyVT said:

FollowsClosely said:

2 of each. And a surprise 10%+5% of at checkout.

Where/how are you seeing the added 10% (5% is red card)

I didn't see 10% either, but then again, he did say it was a surprise. 

I had to tear the house apart looking for my Red Card and forgot that there was a security breach at Target several months ago and they issued us a new card. My wife happened to have the card and I couldn't get ahold of her for awhile. 

Being online only isn't a surprise, but having it be a Red Card Exclusive kinda surprised me. They should last a bit longer than the Walmart Exclusives seeing that people don't have the Red Card and that you can only purchase (2) at a time.

pxchris

I was able to get my two copies of Benny as well.

Had to wait until I got home from work to find my stupid Red Card! 

I agree with @Pitfall69 that they'll likely last a bit longer, but I didn't want to chance it, plus I figure that the Benny Brickhead will actually be more in demand than than of the other three. 

Pitfall69

^I concur. I think Benny is the most popular of all the main characters.

gmonkey76

^at least with the people who grew up with classic space.

autolycus

The Brick Fan is counting down the available stock every ~10 minutes on twitter. Looks like they're going to be gone very shortly. In the next half hour or so at the latest.

CaptainRogers

Just applied for the Debit Red Card, went to click on Brickheadz... And they're gone.

Pitfall69

Benny is already Sold Out

SprinkleOtter

Both gone!

F!

GIR3691

I ordered two of each at 6:58pm and just got an email that my order has been cancelled.

Switchfoot55

I'll enjoy the lack of a negative credit hit for not applying for the credit card and will cross my fingers that Lego just releases dual packs of these next week. 

...it'll happen.

SumoLego

Pitfall69 said:
They should last a bit longer than the Walmart Exclusives seeing that people don't have the Red Card and that you can only purchase (2) at a time.

Or not!

They should have charged $14.99.  Silly Target!

Pitfall69

Switchfoot55 said:

I'll enjoy the lack of a negative credit hit for not applying for the credit card and will cross my fingers that Lego just releases dual packs of these next week. 

...it'll happen.

It's not a credit card though? It links to your bank account. Why would they have to check your credit? Am I missing something here?

klinton

Geeze, the power of "limited edition", eh? I've no use for Brickheadz and I've never had a Redcard (we had Target stores here for all of two years). I all but ignored these things when they were first revealed... but I feel like I've missed out on 'something' here. :p

tomalphin

This limited edition regional exclusive business is crazy.  By my math, The LEGO Group might only make $10k, and pissed a lot of people off in the process. 

I shared my math, and some more wild speculation in this article: https://brickarchitect.com/2019/2019-year-of-the-exclusives/

Love to hear more speculation, or see if I made any errors in my analysis and estimates.

---tom

ReesesPieces

Even though they might not be making much money off of limited editions, Lego is really creating buzz.  With all these articles about how great Lego investment is gets the general public to think they can buy any set to.make profit off of.   In the near future, similar articles can cite how these brickheadz sold for compared to their retail price.  Yes, these limited editions and exclusives are creating a negative experience but it is mostly from hardcore Lego collectors who are even aware of their limited availability.  These collectors might grumble but let's face it, they are not going anywhere.  The buzz they create might actually have a bigger positive affect than the negativity it might bring.  Of course, this is all just my assumption.

Also, I'm really wondering how many of the last wave of brickheadz were produced.  I know that there weren't too many produced but I do see some lingering around.  

omnium

I'm worried these will never be available in UK. I'm getting fed up of the increasing numbers of scalper sets LEGO is producing and it's definitely limiting my will to purchase sets, collectable or not.

RogerKirk

omnium said:

I'm worried these will never be available in UK. I'm getting fed up of the increasing numbers of scalper sets LEGO is producing and it's definitely limiting my will to purchase sets, collectable or not.

I would be really disappointed in Lego if they were not available in the UK. There is no good reason to make them US exclusives and not any way I could afford to pay the price they are now going for. I'm also disappointing to hear of people buying multiple sets, which just limits even more the number of people were able to get them at a sensible price.

SumoLego

henrysunset said:

Love to hear more speculation, or see if I made any errors in my analysis and estimates.

I read over your article.  My only suggestion/revision in your analysis is that the 24% profit margin should be based on the wholesale price of the sets.  Those profit margins would include all of the R&D, marketing, production, distribution, etc. to get the product to market.

(Using your calculations in this case, the $100,000 in gross revenue to LEGO.  Thus, LEGO would be generating $25,000 in profit on a product that had $200,000 in total sales revenue.)

However, I am aware that the wholesale price for retailers is closer to 75% off of MSRP.  Using that factor, LEGO's profit margin would be approximately $12,500 - which is just about the same as your result using the other formula.

My rampant speculation is that the profit margin on sets varies greatly when you factor in production volume, licensing, pricing, actual design time, etc. - and ultimately sales.  I'm sure the margins on Police Stations and Helicopters is significantly higher than Tower Bridges and Death Stars.  (Or maybe the profit margins are way higher on those high-priced sets because production costs are comparatively cheaper than making Brickheadz.  I don't think we'll ever know - as we've never seen a breakdown on the profitability of individual themes or sets.)

Love the article!

Onebricktoomany

I’m still waiting to hear from Lego customer service about my not being able to obtain certain SDCC exclusives, Mr. Gold and retired sets that I was not personally made aware (phone call, email, text) said sets were soon to be retiring. Without Brickset I’d never have the experience of knowing a set is back in stock only to be sold out as I was checking out... like life
YMMV!

Astrobricks

Pitfall69 said:

Switchfoot55 said:

I'll enjoy the lack of a negative credit hit for not applying for the credit card and will cross my fingers that Lego just releases dual packs of these next week. 

...it'll happen.

It's not a credit card though? It links to your bank account. Why would they have to check your credit? Am I missing something here?

I think what you’re missing is that you can get either a credit redcard or a debit one. Some people don’t like the idea of the money coming straight out of their bank account (in case of fraud, for example), so they prefer credit.

SprinkleOtter

henrysunset said:

This limited edition regional exclusive business is crazy.  By my math, The LEGO Group might only make $10k, and pissed a lot of people off in the process. 

I shared my math, and some more wild speculation in this article: https://brickarchitect.com/2019/2019-year-of-the-exclusives/

Love to hear more speculation, or see if I made any errors in my analysis and estimates.

---tom

Great article, just one thing: you did the math wrong on the Brickheadz- they aren't 300,000. That was assuming all sold for $15, and Target did not.

Pitfall69

I'm putting my helmet on because I know people are going to start throwing rocks at me.

Out of all the sets/minifigures Lego produces; how many of those are regional exclusives? I see a lot of people bitching and complaining about this, but those same people get their own regional exclusives. I'm still trying to get my hands on the Marvel Bricktober set. Also, it must be nice to have the Flagship in Leicester. Where's my exclusive Grand opening Lester or limited numbered Black VIP card?

Nobody at TLG is going to lose sleep over people complaining about these Limited Edition Brickhedz. It creates buzz and it really doesn't matter whether it bad or good; it gets people talking about Lego. The high aftermarket prices of Lego just means that their brand in strong. There are always people that say "I've had it with Lego and their stupid exclusives", but those people still come back. We all know that people like us make up a small portion of Lego sales, so if a few people quit buying Lego because they are fed up; it won't hurt TLG at all. 

Pitfall69

Astrobricks said:

Pitfall69 said:

Switchfoot55 said:

I'll enjoy the lack of a negative credit hit for not applying for the credit card and will cross my fingers that Lego just releases dual packs of these next week. 

...it'll happen.

It's not a credit card though? It links to your bank account. Why would they have to check your credit? Am I missing something here?

I think what you’re missing is that you can get either a credit redcard or a debit one. Some people don’t like the idea of the money coming straight out of their bank account (in case of fraud, for example), so they prefer credit.

You are correct, but if you are just getting the Red Card just to buy these Exclusive Brickhedz, what harm will it do to get the debit version? I guess people don't like getting 5% off and free shipping. I wish I was rich like you people ;)

Onebricktoomany

Pitfall69 said:

I'm putting my helmet on because I know people are going to start throwing rocks at me.

Out of all the sets/minifigures Lego produces; how many of those are regional exclusives? I see a lot of people bitching and complaining about this, but those same people get their own regional exclusives. I'm still trying to get my hands on the Marvel Bricktober set. Also, it must be nice to have the Flagship in Leicester. Where's my exclusive Grand opening Lester or limited numbered Black VIP card?

Nobody at TLG is going to lose sleep over people complaining about these Limited Edition Brickhedz. It creates buzz and it really doesn't matter whether it bad or good; it gets people talking about Lego. The high aftermarket prices of Lego just means that their brand in strong. There are always people that say "I've had it with Lego and their stupid exclusives", but those people still come back. We all know that people like us make up a small portion of Lego sales, so if a few people quit buying Lego because they are fed up; it won't hurt TLG at all. 

I hope my comment above was taken as sarcasm... I'm in complete agreement with your sentiment.  I live for many things, especially the hunt/chase!  If I win, great!  If not, it's on to the next challenge!

rawbob

If I like a theme I collect them all. Every set and polybag even if I have to eBay, BrickLink, etc to get something that is hard to get. Usually the hard to get items are freely available somewhere so pricing is increased but reasonable. However, rare items in limited quantities just mean I will never be able to afford to complete the theme so why bother with the sets I would be able to afford.

Pitfall69

I'm very sorry, my comments were not towards anyone in particular in this thread. Sorry if offended anyone :(  

Pitfall69

rawbob said:

If I like a theme I collect them all. Every set and polybag even if I have to eBay, BrickLink, etc to get something that is hard to get. Usually the hard to get items are freely available somewhere so pricing is increased but reasonable. However, rare items in limited quantities just mean I will never be able to afford to complete the theme so why bother with the sets I would be able to afford.

If anyone knows me here; my white whale has been Mr. Gold and it has become a bit of an inside joke. I went to about 6-7 places to feel for him and to no avail. Right now, there's a huge hole in my CMF collection. I know I probably won't be able to acquire one, but I won't stop trying. I'm not mad a TLG for this, I love rare chase figures. Pretty much EVERY toy company has done this, so why should Lego receive more wrath from their fans than any other toy company? 

Another inside joke is my love for My Little Pony and they have had a decent amount of exclusives, short packs, exclusives, limited production and even regional exclusives. 

I think that maybe Toys R Us is probably more to blame than TLG for all the craziness in distribution of recent "exclusive" sets like the Bricktober Series this past year. 

SumoLego

The 'collectors' market is a natural consequence of success.  For what it's worth, people collect all sorts of banal and pedestrian items.  

People still buy Hess trucks every year.  I really hope they don't expect to sell off those collections to fund their retirement...

I think LEGO does a pretty good job balancing promotions and selling their primary product with the allure of the collector market.  LEGO probably approaches the market from volume, not from focusing on 1% that is the collector.

(And Mr. Gold isn't a symptom of that problem.  The SDCC exclusives and things like the Bat-Pod are more in that category.)

Pitfall69

^I will agree with you about Mr. Gold, but I wasn't comparing Mr. Gold to The Target Brickhedz. My comments were mostly about @rawbob 's post about being an avid collector and completionist. I do, however, disagree with the Bat-Pod being in the same category as the SDCC exclusives. The Bat-Pod was a contest give-a-way and EVERYONE pretty much had a chance to win if they submitted an email or whatever. 

SumoLego

(Everybody has a chance to book airfare and hotel to San Diego, win a raffle for entry tickets, then stand in line for hours for the giveaway items... it's easy-peasy!)

Pitfall69

^The sarcasm is strong with this one :)