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The Juiced Guide To: Making Money Investing in Lego

June 21, 2023

Over the past few years, investing in LEGO has become a popular strategy for those looking to diversify their investment portfolios. Lego sets have outperformed commodities and stocks over the last while, a testament to its rise as a cultural phenomenon. They can be both a great quick flip or an excellent long-term investment.

Lego Invest

However, Lego investing can be more complex than one may initially think, and like any investment, it is important to know what you’re doing before you put your money into Lego. In this week’s comprehensive guide, we will explore the world of LEGO investing and provide you with some valuable insights to help you make informed decisions when investing in LEGO sets.

What makes a profitable Lego set?

The most common form of Lego investing is investing in “sets” or sealed boxes of Lego. Lego produces thousands of these each year, but of course, not all of them will be profitable and some of them may even decline in value. Thus, it is important you know what makes for a profitable Lego set investment. Firstly, you are going to want to know what the most profitable “themes” are in Lego. That is, what license is that set from. Lego has many licensed sets from the likes of Star Wars, Harry Potter, Marvel, Lord of the Rings, and much more. In general, it will be these types of sets that are the best investments, although not always. Some non-licensed Lego sets can also be a good option but Star Wars is probably the most popular theme among investors. However, like most investments, you should consider diversifying your portfolio among many different themes instead of focusing on just one such Lego Star Wars.

Lego Star Wars

Limited edition and exclusive releases within popular themes can be an even better investment. Lego often releases these sets tied to popular franchises to celebrate a special event or collaboration. They tend to hold their value well or in some cases even appreciate rapidly. This is what we saw relatively recently with some of the Lego Star Wars 20th Anniversary Sets, which celebrated 20 years since the first Lego Star Wars Set. Use resources like PromoBricks and YouTubers that focus on Lego reselling to stay up to date with when these types of limited releases are happening. However, even these sources won’t be able to cover every profitable release. Luckily, Juiced has you covered for that. Not only do we cover the most profitable Lego drops but also other collectibles, sneakers, and more. You can sign up for free today at

Even with all this in mind, there is no point in buying a Lego set that is still sitting on store shelves. Thus another thing you must consider is when that set is going to be discontinued or “retired”. The majority of Lego sets will only begin to rise in price once they are a few months or sometimes even years into their retirement. As time goes on, the supply of these sets decreases due to people opening and building the sets, while the demand often remains strong or increases. It can be hard to know when sets are retiring as each one often has a different shelf life, but keep an eye on the Lego Shop website for the “retiring soon” symbol under a set.

Lego investment box and storage considerations

Now that you have an idea of what Lego sets are best, let’s talk about how to store your investments and the importance of box condition since the chances are you will be keeping your investments for months or years. Before buying a set, pay attention to the condition of the packaging itself. Mint condition packaging, free from tears, creases, or dents, is preferable as it enhances the overall aesthetic appeal and value of the set. Collectors often place a premium on sets with pristine packaging.


With this in mind, be sure you handle your sets carefully when moving them into storage. Sets are best kept in a cool dry environment, free of dampness and dewe but also free of excessive heat and sunlight. Thankfully, Lego usually only uses a few different box sizes so finding a way to stack and store shouldn’t be too difficult.

Selling your Lego investments

Eventually, there will come a time when you decide to cash out your Lego sets for profit. The best way to know when that time is is by keeping a close eye on the market and monitoring the performance of your sets. If you notice a significant increase in value or a surge in demand, it may be a good time to consider selling.


When selling LEGO sets, consider multiple channels to maximize your reach and potential profits. Online platforms such as eBay, BrickLink, and dedicated LEGO Facebook groups are some of the most popular options. You should research the selling fees, shipping costs, and best practices for each platform to decide which is best for you. Additionally, consider timing your sales strategically, such as during peak buying seasons or when specific sets gain popularity due to related media releases (eg. a movie release that has Lego sets)

Clearly, investing in LEGO sets in 2023 can be a rewarding endeavour. Like all investments, there is an element of risk which is why it is important you do your research before delving in. Patience is key in Lego reselling as while some sets may experience rapid appreciation shortly after retirement, others may take years to reach their full investment potential. We hope this guide has aided you somewhat in starting your Lego investing journey. Be sure to check in next week for another addition of The Juiced Guide To, where we will cover another random topic to do with reselling.