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What is LEGO's Strategy on Regional Pricing? Availability?

elazgarelazgar Member Posts: 31
edited April 2012 in Buying & Selling Topics
I have notice that the prices change quite a lot when I change my location at S@H website.

For example the Minifigure Wrapping Paper 853240. In Spain I would have to pay 1,95€, in Italy 1,99€, in Ireland 2,49€, and in Germany 2,99€.

In this case I don´t think that one euro is really important but in some other sets there is a difference of 10 or 15 euros.

Sometimes Ireland is cheaper than the rest of countries, sometimes Spain is at the same level as Germany.

First I thought it was directly connected with the economical level in each country but now I don´t know what to think as there is not a constant for the variations.

What do you think?


  • monkey_roomonkey_roo Member Posts: 1,411
    edited January 2014

    Let me preference this observation/question by saying none of the below will stop me buying Lego or thinking it is a fantastic toy but… Can anyone explain Lego's official global pricing structure, specifically the variations in their online prices? Over the weekend I was flicking between the two website to see what the new Cars 2 (not even on the UK website yet, but oddly in shops) and PotC stuff looked like and I really began to notice the price differences.

    In the UK we are used to products costing more than almost anywhere else in the world (the whole, being an island thing), or importing from outside the EU etc, and to a point we put up with that. But given Lego is a Danish company (and last I checked that was within the EU) moving the goods around Europe (specifically to the UK) should be cheaper than moving them to the US, thus incurring import duty and selling them there. As such I would expect to see a higher overhead for each unit on the US Lego website than the UK one. Even if the Lego create and package the items within the US they have to pay state and federal taxes for the privilege of avoiding import duty. I assume licencing can affect price in each area, as does anticipated quantity of sales but even that doesn’t explain the inconsistencies across the two sites. For example:

    Queen Anne's Revenge is $119 on the US website and £102.99 on the UK site, yet on exchange rate the cost works out at = £73.89. What is really interesting is you then get something like the Maersk Train which is also $119.99 on the US site (again a licenced model just like the Queen Anne’s Revenge) but this time it is only £91.99 on the UK site, that’s £11 less than the Queen Anne, yet in the US they are the same price?

    Even if this can be written off by local interest (i.e. not many people in the UK will be aware of the US freight train and its cultural significance) the same cannot be said of Diagon Alley or the Pet Shop. Both are set at $149.99 on the US site yet on the UK site Diagon Alley is £132.99 and the Pet shop only £119.99, that’s a £13 discrepancy, and both have an exchange rate cost working out at £92.98, in the case of Diagon alley that’s £40 more than in the US.

    At $99.99, the Scorpion Pyramid is another example. It is £71.99 on the UK site with an exchange rate conversion coming out at £44.61. Yet the Battle of Endor set, which is also $99.99 on the US site, is £84.99 on the UK site, that’s £13 more. Based on exchange rate both sets work out at £62.02. I am aware that there is a licencing implication to this comparison, but as both sets are the same price on the US site I don’t see why they are different prices on the UK site.

    None of this will stop be buying from the Lego website in the UK (I like my VIP points and my closest Lego store is Windsor and they don’t do VIP points, a conversation for another day), but what this does tell me is that as a European, I am being charged more to buy a European product from a European Website by a European company? So if I get the chance to buy my Lego from the US website, I will still get my VIP points (more actually on the point per dollar ratio) and save money, of course I would have to live in the US to save on international shipping costs, but that seems a mere technicality…

    Post edited by @Matthew -23/05/11 15.44 GMT - Reason for Edit: Moved to 'Everything Else LEGO'
  • rocaorocao Administrator Posts: 4,290
    edited May 2011
    This has been discussed ad nauseum in other discussions about pricing, but the quick answer is that there are a variety of factors.

    The largest factor is probably the size of the market. The US market is by far the largest and thus enjoys the cheapest price due to economies of scale, i.e. the cost of doing business (design, marketing, distributing) is cheaper per unit because the cost is diffused over a greater volume. Someone (I think it was brickmatic) made an excellent point about the transport infrastructure of the US being superior than most other countries, and thus making it cheaper to distribute. Also, TLG may be willing to accept a lower profit margin in the US as the necessary "cost of doing business" since it still accounts for so much revenue.

    The suggested retail price is set by TLG at the product's introduction, so fluctuations in currency may increase or decrease the pricing discrepancy in different geographies.
  • areszearesze Member Posts: 7
    Queen Anne's Revenge is $199.99 on the australia website !!!

    Diagon Alley is $269.99 and the Pet shop the same
    & we can't found any in shop so have to pay extra $45(wait 2weeks) or $100(wait 1weeks)for shipping
    shame on you TLG
  • dougtsdougts Member Posts: 4,110
    edited May 2011
    @Aresze -
    is that US dollars or Australian?
  • EricEric Member Posts: 376
    He's talking Australian Dollars. The prices down here are disgusting. Often times, nearly double the price of the US.
  • dougtsdougts Member Posts: 4,110
    wow. no wonder I've sold so many pets shops to Australia...
  • bahnstormerbahnstormer Member Posts: 180

    Within the EU ALL states are mandated to charge a hidden value added tax, this varies between 15% in Luxembourg and 23% in ireland. The US doesnt have VAT although the stores will add a sales tax at the point of sale of around 7%. If you buy online within the US but in a different state from where you live chances are you can buy without sales tax.

    pet shop is a good example as its is £120 inc vat or £100 without. when calculating FX mid-point is a rule of thumb and you need to consider the bid/offer spread. post office / M&S have a c. 20 point spreadfor cash, cards around 10 points.

    thus in a like for like comparison, pet shop is actually only $5 more expensive in UK than it is in the US. if the fx rate falls to 1.54, it is technically cheaper to buy it in the UK.

    aussies get a raw deal but the sets are being shipped half way round the world where they are then charged import duty and have vat slapped on them - cost me €107 to send a 10kg package to Oz last week. the buyer is aware that your customs will also charge import duty on the quoted postage.
  • legoDadlegoDad Member Posts: 529
    edited May 2011
    I believe what bahnstormer and rocao are right on. Market size in the US is much greater (300+ million peeps in one country), transport infrastructure, no VAT (sales taxes all around the states are lower in the US I believe than in other countries), and I feel more competition for your dollar here in the US too. Largest middle class incomes.
  • dougtsdougts Member Posts: 4,110
    import duty is waived for under $1000
  • monkey_roomonkey_roo Member Posts: 1,411
    All the points about the market in the US being such that it leads them to cheaper prices seem valid enough but I still struggle to see the specific variations in sets. If Lego deem that two diffenerent sets in the US cost $149.99 then whatever the cost differential back to Europe is the same two set should at least be set at the same price, not two entirley different prices as we see today.
  • JasenJasen Member Posts: 283
    Ok for all you aussies out there - we're getting screwed! There is no question but have you tried "Bricklink" here is an example....

    and with the dollar so stong right now it's almost 2 sets for the price of one if you buy from the official Lego site....
  • doriansdaddoriansdad Member Posts: 1,337
    edited May 2011
    The low prices in the USA are due to the very low cost of distribution and support. I am sure volume may play a role as well. In the USA the min wage is as low as $4.25 per hour. Compare this to Australia at $15 per hour (3.5 x the cost) and you can see there is no way Lego can sell for US prices in Australia or any other country. Wages are rock bottom in the USA for most workers so although the prices are absolutely cheaper when compared to wages they are actually much more expensive comparatively.
  • legoDadlegoDad Member Posts: 529
    ^the $4.25 rate is only for kids under 18 and only for the first 90 days of employment. It's actually $7.25 an hour. Average US income is about $50,000/year.
    It's all market size. USA 300+ million people, Australia 22+million people. NYC and boroughs have over 10million people. 4 LEGO stores to hack around in. Lego nirvana...;)
  • EricEric Member Posts: 376
    LegoDad's right, the 22+million Aussie's can't compete against the 300+Americans. I fairly certain that there are no Lego Stores in Australia. :(
  • r1chardr1chard Member Posts: 5
    edited May 2011
    Canadian price would be (usually) 33% more of the US price.

    The new Cars 2 set Lego 8423 World Grand Prix Racing Rivalry is US$15 and C$20
    Not to mention we pay an additional 13% in tax.

    So 25%-off sales bring down the price to US MSRP but still the tax is a pain in the brick.
    If importing from US and it has to go through Canadian customs,
    then most of the times there's more to pay.

    When people can just cross the boarder and buy it from the US,
    enjoy the lower MSRP especially for the bigger sets with less or no tax at all.
  • prof1515prof1515 Member Posts: 1,550
    Perhaps it's a reflection of distribution costs to each country and/or a reflection of local taxation perhaps?
  • elazgarelazgar Member Posts: 31
    It could be but what I don´t understand them is why some sets are more expensive in Germany than in Ireland (for example) and other sets are much more expensive in Ireland than in Germany.

    I have been looking up the national taxes in each country in europe and it is not so different in these countries (from 18 to 21,5%)
  • bahnstormerbahnstormer Member Posts: 180
    there is a far bigger swing in corporation tax

    ireland = 12.5%

    germany = 28% + (this amount * (5.5%+14%)) the extras are solidarity tax and town trade tax
  • MrBerreMrBerre Member Posts: 246
    edited October 2011
    WRT the long list of bargains that just popped up on -- see -- I was surprised to see that at least one of the items had a significantly higher price on S@H for FR when compared to BE or DE: 10199 (Winter Toy Shop).
    France: => €72.90
    Belgium: => €59.99
    Germany: => €59.99

    Does anyone have an explanation for these differences? A few euros I could understand, but €12.91 more expensive than BE or DE is a lot of money. Is shipping something to France that more expensive for LEGO?
  • MrBerreMrBerre Member Posts: 246
    And then I notice one where BE has a worse price: Mill Village Raid => €69.90 => €74.99

    I'm now thinking about writing something that compares S@H prices for a bunch of items... Damn, this "catch a bargain" thing is hard.
  • HuwHuw Administrator Posts: 7,120
    ^ I'm already ahead of you... in the next few days I'll be launching a new tab on the set details pages that lists the prices, and their equivalent in US$, at, so you can easily see who gets ripped off the most (usually Australians :-))
  • MrBerreMrBerre Member Posts: 246
    ^ Excellent news Huw! This site just gets better and better.
  • OdinduskOdindusk Member Posts: 763
    That's quite a nice feature, Huw. /fistpump
  • LostInTranslationLostInTranslation Member Posts: 5,572
    ^^ I agree, thanks for all your hard work @Huw!
  • DuchessaDuchessa Member Posts: 287
    WRT the long list of bargains that just popped up on -- see -- I was surprised to see that at least one of the items had a significantly higher price on S@H for FR when compared to BE or DE: 10199 (Winter Toy Shop).
    France: => €72.90
    Belgium: => €59.99
    Germany: => €59.99

    Does anyone have an explanation for these differences? A few euros I could understand, but €12.91 more expensive than BE or DE is a lot of money. Is shipping something to France that more expensive for LEGO?
    In Sweden the retail price (S@H) for the Winter Toy Shop is around €87. Yepp. You read that correctly.

    Over here it's usually a better idea to buy larger sets on Ebay and have them shipped to Sweden, even if the shipping cost is €50 or more.

    So I'm officially challenging the aussies about who has the most expensive Lego... :-)
  • streekerstreeker Member Posts: 299
    edited November 2011
    This is not a complaint about LEGO's pricing policy. Rather it is about its promotional policy of which the Black Friday specials reinforced the inequalities within one regional market: Europe.

    Why did LEGO allow the UK market and only the UK the extra discounts, free shipping and free Santa set, and yet by LEGO's accounting Germany is its biggest European market?
    Why did France, Germany and Denmark receive a Free Santa set with X purchase, but Belgium, Ireland and Finland, for example, get zip? Why if I were Swiss do I receive 10% off but no freebie, but my Dutch neighbour gets neither? Why didn't LEGO extend the free set to all European countries at the very least? It's a free set to encourage more spending!

    Their latest news release about the Santa set running out of inventory would effectively make the UK and perhaps the Swiss the only European markets to enjoy any promotional specials by the end of this evening. Well done, LEGO. I for one am not biting.

  • MattPetersenMattPetersen Member Posts: 282
    Eh, the US doesn't get free LEGO polys in their papers, so as far as I'm concerned, everything is just dandy.
  • LegoboyLegoboy Member Posts: 8,827
    ^ Don't get me started on the US pricing policies! Maybe it's because the US get it good for the other 364 days of the year!

    I'd rather have BOGO on the overpriced exclusives that the US TRU or Amazon carry as standard than half a dozen free polys (with a rubbish paper I need to pluck up the courage to buy) and can be picked up for peanuts anyway! - whoopeee! Seriously, exclusives in the UK can more or less only be bought from LEGO. How or why is it everywhere else in Europe and the US have the exclusives on their shelves? It really winds me up when I hear about "this on sale with 25% off" or "buy one, get three free". They're already priced considerably lower in the US than the UK and then their stores find it able to reduce by 75% - how does that work?? I welcome the day Amazon Uk offer an Imperial Shuttle as a Black Friday deal - you know what they say about flying pigs!!

    The poly promotions from the papers are just that - the papers funding the promotion to sell their papers, not LEGO. Why is it Amazon UK aren't allowed to sell exclusives and make life "dandy" for UK fans like they can in multiple other countries?

    I'm talking from a UK perspective, but equally know that we're not the worst off -we know how the Aussies feel. Stinks! Rant over!
  • teal93mr2teal93mr2 Member Posts: 1,017
    I know that overall the US does get the best deals, but they also sell the most product for LEGO group. The US does not get the best polybag deals, but other than that, we get pretty much everything else at a lower price than other countries! I know nothing about a buy one get one free, but the latest B&N sale (50% off + 10% off for members) was the best Lego deal I have ever seen!
  • malachirobertsonmalachirobertson Member Posts: 268
    Perhaps the best Lego deals in the US are when stores put sets on clearance. If they are there long enough they can go below 50% off. I can't speak at all about the clearance policies of stores in Europe.
  • EricEric Member Posts: 376
    Over here in Australia, we have so such thing as Black Friday sales, which isn't Lego's fault, but still I'm going to rant.

    ^^ Flump is right, us Aussies really do get a raw deal. I can get just about any set of any size shipped from the US, (shipping costs, FYI, can be in excess of $50), and still get it far cheaper than my local store has it for. If I can do it through USPS/AusPost, why can't Lego? Clearly a rort.

    Not only that, but the Pet Shop and Shuttle Adventure have only just arrived in stores (well a couple of months back), and we haven't seen any sign of the VW Camper. These sets have been available for purchase in other countries for months now, so we still get a raw deal.

    EA, Ubisoft, Activision, Nintendo and every other gaming production company can get new computer games shipped and on the shelves, on a specified worldwide release date, so why can't Lego?

    I understand that out of all of Australia's population of 24mil, maybe at most, 25% are Lego purchasers, compared to the US's 100mil+, but come on Lego, give us a break.
  • LambringoLambringo Member Posts: 104
    I'm not going to go on about it and cry 'why oh why' as it has been done to death on brickset, but I know someone will come in and say it eventually so I may as well, Australia, we win the battle of getting nothing, not even one LEGO store in the whole country. The only LEGO bonus I have ever seen is a free Shadow trooper, or mini hogwarts express form S@H but that is with Australian RRP and minimum $35 shipping.

    I just bought 2 EN from S@H as there are none left in Australian shops. $345AUD shipped which is about the same in USD. Could have 4.5 of them for that price at black friday sales. The an upside is that I will sell one off soon enough and get the shipping costs back atleast. The other is for my new train addiction.

    We would love any of the deals you get, but in the past six months there have been some nice discoveries in relation to buying very cheap from overseas compared to what we normally pay (thanks to brickset and an Australian site), so I no longer complain about the higher RRP (please note the second paragraph is intended to be a factual comparison, not a complaint).

    To get back to the main point of the thread, unfair LEGO pricing and promo policies create a 'what about me' feeling alot of the time but it is forgotten once you realise that you will suck it up and purchase that lovely set.
  • Ma1234Ma1234 Member Posts: 693
    Like all consumer goods, LEGO is priced locally by county. Everything is cheaper in America, not just LEGO. One thinks the price difference in LEGO sets is bad? A Porschse Cayenne is less in America than a high-trim Ford Mondeo costs in Australia.
  • legoDadlegoDad Member Posts: 529
    edited November 2011
    It's all about sales. High sales in US due to population (320million) and despite the bad economy and shrinking dollar...still biggest economy in the world (China's right on our butts and could take over soon), ease of distribution and transport throughout the 50 states, low taxes, no VAT, etc...all lead to high sales figures so Lego can charge less because of volume, more stores order more Lego at lower prices and still make high profit.
    I can only guess with Europe...higher taxes, VAT's, smaller populations of each country and the Aussie's seems like the smaller sales due to smaller population and the freight cost since they're far away. I'm guessing on most above though.
    It's all basically about volume of sales verses the cost to build and ship. Two sides of the ledger sheet.
  • LambringoLambringo Member Posts: 104
    @Mal1234 & @legoDad, I should have also included in my post that I understand why the costs are greater but I was only trying to highlight the some of the differences in promotions. I can't see why Australia couldn't get a free santa or polybag slipped into the box of a actual order, or even a free shipping deal once a year.

    I would suspect that any informed Australian AFOL would not be paying anywhere near RRP for currently available sets but this is true for any product. A pair of Nike free+ is $150 in Aus, but I just order them from Eastbay in the US and get them for $80 shipped. No wonder the B&M stores of Australia are crying about online overseas purchasing.

    I did find it quite funny when I was in MYER (large department store) the other day trying to track down any last ENs and there was a 25% off one day sale. I saw all the mums in the till line stocking up for christmas, and i felt like walking over to them and whispering that I could sell them those sets for another 20% off and make a small profit (but not tell them the profit part).
  • JasenJasen Member Posts: 283
    ^ exactly Lambringo
    Now I research everything before I buy it. Very rarely I buy at RRP in australia eg Pet Store is Au$269 but I can get it shipped from Germany for Au$170. It's a no brainer. When Our $ is worth more than the American $ it can be hard to take but that's life on an island miles away from anyone.
    We do occasionally get free shipping from S@H but not often enough sometimes the odd keyring or spaceman magnet :).
    The retailers here may winge about people flocking to online sales but at the end of the day they have them selves to blame thinking people are too ignorant to know better. Yes, the internet has been around for a lil' ol' while now and Bricklink is a great :D
  • StuBoyStuBoy Member Posts: 623
    ^ & ^^ Same goes for New Zealand, although our dollar is nowhere near as strong as the Aussie, so we don't get as much savings from buying overseas, but a few months ago it was quite strong and I capitalised on a few large sets. Never bought anything from S@H due to huge shipping costs and everything being at RRP most of the time.
  • LegoboyLegoboy Member Posts: 8,827
    But why might it be TLG find it okay to say allow all of the European countries with an Amazon to sell exclusives and not allow the UK? I used to think it was because they didn't have the official stores, but then the US have the official stores yet sell cheap through TRU and Amazon.

    Thanks to Huw and Doc's Amazon Bargain Watch database, we can now see that it's considerably cheaper to buy Exclusives (up to 30% cheaper) through a European Amazon (such as Spanish or French for example) than it is to buy from S@H (Uk's only source of buying them domestically). Given the recently flurry of people taking up the European offers, I'd like to think that TLG will supply them to Amazon and TRU (UK) and allow fair trading competition. Not holding my breathe though!!
  • streekerstreeker Member Posts: 299
    edited November 2011
    This is quickly veering into a direction in which it was not intended to go. Let me say again, this is not about pricing. That's a Pandora's box that is best left to another thread. And while I completely agree Australians and New Zealanders are getting the shaft, and don't understand why you weren't offered the free set, for argument's sake, I have to stick to one common region. Hence, I'd like it to get back to its rather narrow focus: LEGO's Black Friday promotional specials in Europe.

    Some here mention the free polybags. Those polybags are not sponsored by LEGO alone; they are business partnerships between individual companies and LEGO, be they the Sun or Daily Mirror newspapers or furniture stores in the Netherlands or bricoleur depots in Belgium, or gasoline stations in Germany. I can't criticize LEGO for that.

    Some mention the lack of exclusive sets at You're going to have to ask the retailer why they choose to do that, because those sets are clearly on offer to;,, etc. I can't criticize LEGO for that.

    I can criticize LEGO for its inequal treatment of its Black Friday promotional specials. As those specials were only on offer through its Shop@home website, it's evident that LEGO, and only LEGO, is responsible for drawing up the terms of its promotions. So then why so unequal? Why didn't LEGO have a pan-European promotional policy in place? It's the same region, distances are pretty compact, a number of countries share the same currency and yet they don't all enjoy the same perks of having a free set? It's pretty blatant how unfair LEGO's promotion was.

    Mods, how can I edit the title of this thread to narrow its focus on promotions in Europe?
  • HuwHuw Administrator Posts: 7,120
    ^ I've tweaked the title for you.
  • LegoboyLegoboy Member Posts: 8,827
    edited November 2011
    Some mention the lack of exclusive sets at You're going to have to ask the retailer why they choose to do that, because those sets are clearly on offer to;,, etc. I can't criticize LEGO for that.
    I disagree. I am sure if Amazon (uk) were given the opportunity by TLG to sell exclusives they'd take it - as a retailer, why would they not?? Europe are, why not the UK??

    TLG (LEGO) alone are responsible for who sells their products. I for one criticize them for not allowing Amazon to sell in the UK.

  • Silber334Silber334 Member Posts: 147
    If you're talking about disadvantages, Japan's in the same boat as Australia and NZ. We tend to have late release dates, esp when compared to the west, not to mention rediculously priced items, thanks to low demand ( despite the damn 100 million + population in such a tiny island ). What's more, we officially don't get exclusive sets, meaning Lego Japan doesn't acknowledge them as products they distribute. Other non-official distributors sell them in Japan.
    BTW, I don't intend to get into any arguments by talking about who's got the advantage and who doesn't. I'm just giving some feedback, that's all.

    Also, the US has a Lego factory nearby, but in Mexico to cut back on logistics costs. It used to be in CT earlier, meaning that the Legos were produced domestically to further slash costs there.
  • streekerstreeker Member Posts: 299
    edited November 2011
    I disagree. I am sure if Amazon (uk) were given the opportunity by TLG to sell exclusives they'd take it - as a retailer, why would they not?? Europe are, why not the UK??
    Anyone have the official line from why they don't sell LEGO exclusives?

    Thanks, Huw!
  • MrBerreMrBerre Member Posts: 246
    And then I see some UK customers complain about not getting great deals on Black Friday, when they had *free shipping*, a *free exclusive set* (which I can't even buy -- unless I go on eBay and pay absurd amounts), and *10 % off when spending > £100* (which I would happily spend on S@H anyway).

    When I complained to LEGO about this lack of deals, I basically got a stock reply (blah blah blah price differences blah blah blah market). Then they had the guts to direct me to their special offers page which usually contains one half-decent set (*call for availability*, of course) and a bunch of magnets. Yeah, that's exactly the same as an *exclusive* Christmas set.

    "You will suck it up and purchase that lovely set" Actually, no I don't; I'd buy a lot more LEGO (from S@H even) if prices were more fair. Right now I wait for deep discounts on Amazon UK/DE/FR, only in rare cases I pay full price.

    Case in point:
    BE €100 / NL €90 / DE €80 / UK £62

    LEGO set 2521 is already significantly cheaper in the UK, and BE has one of the highest prices. Yet If a UK shopper bought this via S@H he would have gotten free shipping plus a free exclusive set. LEGO could have given me a 25% discount and a free Christmas set and free shipping and I still would have paid them more money than the UK customer! But I wouldn't have complained about that.

    I can only hope that TLG sees it fit to offer me some discounts post-Christmas, but I'm not getting my hopes up.
  • Si_UKNZSi_UKNZ Member Posts: 4,179
    edited November 2011
    Anyone have the official line from why they don't sell LEGO exclusives?
    Dont think so Ive tried asking this before and didnt get anywhere ..


    Anyway, on the OP's point, the thing that the Swiss and UK markets have in common is that they're outside the Euro, so I suspect that currency fluctuations are your answer. With the Euro at £0.85 now, and it was at £1 not long ago, this represents a 15% saving on the RRPs which were set some time ago. To say that differently, the RRPs have not been adjusted since €1=£1. I suspect that this is where the 10% savings have come from, since Lego are in Denmark, and so will manage all their stock etc in Euros.

    I dont know this for sure, but it seems to make sense to me.

  • bahnstormerbahnstormer Member Posts: 180
    worth remembering that the US has no import duty either.

    UK gets sweeter deals as EU customer service is based there.

    and Si some prices havent been adjusted since 1 GBP = 1.40 Euro. this is why death star is 120 euro cheaper in UK than Germany
  • streekerstreeker Member Posts: 299
    edited November 2011
    Thanks, Si_Dorking_Surrey_UK, for the link. I'm still not sure, but has anyone directly asked why?

    I can see currency fluctuations for pricing but for promotions? For a free set? Also, if the UK and Switzerland are the only European countries to still enjoy any kind of promotion today because they are non-Euro denominated countries, well then what about Sweden, Norway, Czech Republic, Poland or Denmark for that matter? None of these countries trade in Euros, and yet only Denmark (duh!) had received the free set.

    People are already aggravated by difference in pricing--that's well-established!--so then for LEGO to pull this promotional special and reserve it for only certain European countries when we're all in the same proverbial sandbox, that makes it doubly sore. I don't see the logic behind LEGO's promotional policy.
  • drdavewatforddrdavewatford Administrator Posts: 6,756
    Thanks, Si_Dorking_Surrey_UK, for the link. I'm still not sure, but has anyone directly asked why?
    Yes. I'll let you know what they say.....
  • LegoboyLegoboy Member Posts: 8,827
    ^Thanks Doc - this is my main gripe also.
  • krklintkrklint Member Posts: 502
    not sure about why certain countries are not offered specific discounts, but the cost of Lego in the U.S., compared to other parts of the world is partially connected to the amount of product sold in the U.S. Another aspect, which the U.S. market is already starting to learn about (indirectly), is that the Triple A bank rating the U.S. has always enjoyed, has slipped.

    On a world economic scale, the bank rating for specific currency (specifically currency not based on the gold standard) has an effect on the borrowing power of businesses (both selling and purchasing). It affects interest rates, which causes either an increase or decrease in product prices within that country.

    The per piece price for LEGO in the U.S. is actually going up right now (as one views the price for new sets against the price for older sets). The kicker is that companies such as Wal-Mart and TRU work within complex systems to maximize profit... and the U.S. is still enjoying remants of Triple AAA - based business practices (such as BOGO and Black Friday) connected to a fluid, highest rate earning economy.

    The inflation machine, it is suggested by some economists, is beginning to hit the U.S. market, and the wonderful prices on my side of the pond may very likely begin to fade, overall.

    I wonder if certain countries do not receive the add-on gifts for reasons attached to taxation codes within various countries. I'd like to think LEGO understands all nations would like the great prices, but in the end, one has to look beyond simple "this country or that one" concepts, and start looking at import/export taxation policies placed on countries. Example: I've been informed in the past that taxation on imports is the reason LEGO costs as much as it does in Australia.
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