Lego: brick by brick, a private company masterpiece
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Comments (3)
Anthony Deehan
29 Jul 2024Very interesting indeed, had no idea they originated in Denmark, played with these myself, along with Mechano sets in my youth.. great story.
Ludwig
29 Jul 2024Indeed, Lego has a very nice backstory. I grew up with maybe 10 Lego sets in the house but my young kids have now far surpassed me 😅
Although the Lego company is privately held, you could always invest in Lego sets… I was looking at pictures of Lego Star Wars minifigs on brickset and bricklink for my son’s upcoming birthday cake, and stumbled upon the unicorn that is Cloud City (set #10123).
This quirky set retailed in 2003 for $100 and now goes for around $7700 new in box. That’s a Lego set that costs more than a car! The annualised return of 23% over 21 years is not too shabby. In fact, it’s better than Google over the same period. 😁
If you are not sure how to pick such winners, you also have the opportunity to arbitrage Lego sets across jurisdictions based on supply and demand (although a bit harder in recent years).
Aneet
30 Jul 2024Here’s a story to explain why this company is so good:
I recently built a toy fox with my 7year old , only to have a specific piece break when the incomplete piece fell to the floor. After much drama , I contacted Lego on their website, entered the broken piece number and 10 days later got a free delivery couriered from Denmark – with a letter thanking me for my support and the missing piece! Now that’s customer service !!