LEGO Isn’t Just a Beloved Toy
LEGO is a powerhouse in the resale market. Whether you’re selling rare minifigures, retired sets, or bulk brick lots, LEGO consistently ranks among the most profitable secondhand products sold online.
In 2024, Upright clients sold 62,000+ LEGO listings through top e-commerce marketplaces like eBay, ShopGoodwill, GoodwillFinds, and Shopify. In turn, these clients generated $2.88 million in revenue. With 21% of all retail purchases expected to take place online in 2025, secondhand resellers have a major opportunity to scale their business strategically by focusing on LEGO.
What makes LEGO so valuable? Research from the Higher School of Economics shows that LEGO sets appreciate by an average of 11% annually. This growth outpaces traditional investments like gold and stocks! LEGO’s resale potential, combined with dedicated collectors and high-demand, makes it one of the best-selling brands in secondhand e-commerce.
Why Does LEGO Sell So Well Online?
Wondering why this collectible toy sells so well online? You can start with brand recognition and trust.
If you’ve worked in any sales capacity, you know that a core principle is that customers buy from brands they know, like, and trust. And LEGO is one of the most recognized brands across the globe. Secondhand buyers feel confident purchasing used LEGO sets because of the brand’s high quality standards, durability, and collectibility.
LEGO’s limited production runs and franchise partnerships also create instant collector demand. Generally, most LEGO sets remain in production for 2-3 years before being retired. This creates rarity and drives up resale value.
In some cases, when a set is retired, the minifigures it comes with are as well. Some minifigures are exclusive to a single set, making the value even higher. In some cases, the minifigures included in a set are worth more than the set itself—especially when they’re exclusive. Here are examples of small figures fetching high prices:
- An Ahsoka Tano minifigure from 2016’s LEGO Star Wars Rebel Combat Frigate set can go for $300+.
- The LEGO Star Wars Cloud City set included a Boba Fett minifigure that can sell for $2,000+ alone.
LEGO’s partnerships with Star Wars, Disney, Marvel, and Harry Potter have made it a collector’s dream. These franchise sets drive consistent demand, often selling out quickly at retail—and commanding high resale prices once retired.
- In 2024, Star Wars specific LEGO sales totaled $356,075+ through Upright Lister, averaging $72.48 per sold item.
LEGO also fares well for secondhand sellers when they utilize its brand name for search visibility and bulk sales. Popular brand names like LEGO rank higher in search results, leading to increased visibility and increased sales. Utilizing search terms like “Bulk” or “Lot” paired with “LEGO” in titles can create a profit center for resellers:
- In 2024, Upright software users sold $66,374.17 in LEGO bulk brick lots, averaging $445.46 per sale across 149 transactions.
LEGO Resale Data & Trends
When it comes to secondhand e-commerce, LEGO is a proven best-seller. Whether you’re flipping rare sets, selling bulk lots, or listing collectible minifigures, the demand for LEGO remains incredibly strong. But just how profitable is it?
In the Upright Labs 2024 Brand Analysis, we analyzed $34.3 million worth of sales that went through our platform. Specifically, for LEGO resellers, we’re able to break down how much opportunity exists in this brand right now:
Access $34.3 million of sales data from 2024!
Download the Upright Labs 2024 Brand Analysis to learn which brands dominated last year.
2024 LEGO Resale Stats
- Total Revenue: $2,847,683.27 in LEGO sales.
- Total Listings Sold: 62,318 individual LEGO items found online buyers.
- Average Price Per Item (PPI): $46.61—showing that complete sets, minifigures, and bulk lots all hold significant value.
- Best-Selling Quarter: Q4 is the golden window for LEGO sales. In 2024, nearly a third of all LEGO resale revenue came in the holiday months of October-December—making this the best time to list premium sets, bulk lots, and exclusive minifigures.
But not all LEGO sales perform the same. Certain categories and listing types bring in higher profits than others.
These are the most lucrative LEGO categories on eBay for resellers:
- Toys/Dolls/Games > LEGO – $2,165,454.00 in total revenue. This category includes full sets, individual bricks, and popular themes like Star Wars and Harry Potter.
- Building Toys > LEGO Bricks & Pieces – $269,179.39 in sales, proving that even loose bricks and mixed lots can be highly profitable.
- Collectibles – $91,989.94 in sales, driven by exclusive minifigures and retired sets that collectors actively seek out.
The numbers don’t lie—LEGO is one of the strongest-performing resale categories. Whether you’re selling bulk bricks, collectible minifigures, or full sets, the right approach can unlock huge profit potential in secondhand e-commerce.
Optimize Your LEGO Sales
Selling LEGO is one thing—maximizing profitability is another. With the right strategies, you can increase visibility, attract more buyers, and boost your margins. Here are key tactics to get the most out of your LEGO listings.
Optimize Listings for Search Visibility
- Use brand names & set numbers in product titles.
- Include “100% Authentic LEGO” in descriptions to build buyer trust.
- Highlight condition, completeness, and rarity (e.g., sealed box, missing pieces, or exclusive minifigures).
Source High-Demand Sets & Categories
- Retired sets (out of production for 2+ years) often increase in value.
- Star Wars, Harry Potter, and Marvel sets have strong collector demand.
- Bulk lots of minifigures tend to sell faster than random mixed bricks.
Manage Supplier Relationships
- Train teams to identify high-value LEGO products at sorting or donation locations.
- Use item preferences in your intake software to prioritize profitable LEGO themes and exclusives.
Manage item preferences and manifests to prioritize LEGO products in your donation flow prior to listing with Upright Lister.
Utilize Pricing Strategies
- Research market trends using eBay’s Product Research or BrickLink.
Set competitive starting prices for auctions but consider Buy It Now (BIN) for high-demand sets.
How Upright Users Scale Their LEGO Resale
Selling LEGO successfully requires efficient inventory management, optimized listings, and strategic pricing—and that’s where Upright Labs’ e-commerce solutions can help.
Upright Lister is your resale business’ command center.
- Automated Listing & Multi-Platform Sync: List LEGO on eBay, ShopGoodwill, Shopify, and more with one system.
- Dynamic Pricing Tools: Automatically adjust prices based on market trends and demand.
- Real-Time Sales Insights: Track best-selling brands, sales velocity, and profitability across channels.
- Efficient Order Fulfillment: Streamline picking, packing, and shipping for bulk and individual sales.
Need help scaling? Upright Labs offers consulting services to help secondhand resellers optimize operations, improve warehouse layouts, and increase sales efficiency.
Ready to Prioritize LEGO?
LEGO remains one of the most profitable brands in secondhand e-commerce due to its brand recognition, collectibility, and strong demand.
By leveraging data-driven strategies, optimized listings, and automated selling tools like Upright Lister, resale businesses can scale their operations and maximize revenue.
Make 2025 your most profitable year yet and start optimizing your LEGO resale strategy today.
Need some help? Book a call with our team to get started!