More and more Kiwis are embracing LEGO, according to PriceSpy, the fully impartial price and product comparison site.
The site witnessed a massive increase in the percentage of consumers clicking on LEGO products, up by almost 70% during the month The LEGO Movie 2 was released, which reportedly earned $164.6m globally a month after it was first screen in April 2019.
Liisa Matinvesi-Bassett, New Zealand country manager for PriceSpy, says: “LEGO is a massive household name that resonates with kids young and old around the world. Whilst its products remain popular across the year, our latest research reveals just how influential the LEGO movie franchise is for the brand. For example, during the film’s opening month, our historical data insights show that the percentage of consumers clicking on LEGO products grew by 67 percent in April compared to the month previous. We also saw the biggest peak in clicks received for LEGO products appear between the 17th and 19th April (the days following the film release) and overall, our numbers also reveal popularity for LEGO products have increased 18 percent year on year.
“However, when we take a look back at our insights before the movie launched, the percentage of clicks received for LEGO products tell a different story. For example, in February 2019 the percentage of clicks received for LEGO products grew just four per cent compared to January 2019. In March 2019, the percentage of clicks actually decreased by two per cent, compared to the month prior.”
Liisa continues: “Interestingly, whilst you might expect the most popular LEGO products during the movie’s launch month to be those aligned with The LEGO Movie 2, our findings suggest its actually the older and significantly more expensive items that consumers appear to be more interested in. For example, no products associated with The LEGO Movie 2 were found listed within our top ten most popular LEGO products during the film’s launch month and all the items appeared to be released between 2016 and 2018.”
| Top ten most popular LEGO products in April 2019 (based on clicks*) | Today’s lowest price | Year of release | |
| 1 | LEGO Ideas 21312 Women of NASA | $59.99 | 2017 |
| 2 | LEGO Boost 17101 Creative Toolbox | $240.00 | 2017 |
| 3 | LEGO Creator 10261 Roller Coaster | $599.00 | 2018 |
| 4 | LEGO Creator 10258 London Bus | $189.00 | 2017 |
| 5 | LEGO Star Wars 75192 Millennium Falcon | $1489.95 | 2018 |
| 6 | LEGO Technic 42096 Porsche 911 RSR | $228.00 | 2018 |
| 7 | LEGO Star Wars 75159 Death Star | $899.99 | 2016 |
| 8 | LEGO Creator 10220 Volkswagen T1 Camper Van | $149.00 | 2011 |
| 9 | LEGO Duplo 10875 Cargo Train | $189.00 | 2018 |
| 10 | LEGO Technic 42083 Bugatti Chiron | $649.00 | 2018 |
Source: PriceSpy
Liisa concludes: “Based on our historical insights, you can certainly see just how valuable the LEGO movie franchise is to LEGO as a business, not just for the products that are aligned with the film release itself, but for its brand’s entire range.”