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Why invest in Lego sets?

Investing in Lego is more lucrative than gold, art and wine, according to a study by economists at the Higher School of Economics University.

LEGO isn’t just a toy. Over the past decade, retired LEGO sets have quietly outperformed gold, fine art, and even the stock market. Many academic studies, independent investors, and major media like The Guardian now recognise LEGO as one of the most overlooked physical assets of our time, offering double-digit returns, strong liquidity, and shock-proof resilience.

A Historically Proven Asset
  • A widely respected study by the Higher School of Economics in Moscow found that LEGO sets delivered ~11% average annual returns between 1987 and 2015, outperforming gold, stocks, bonds, stamps, and wine.
  • Some sets, especially ones with large fan bases and unique themes, rise more than 100% year on year. Investors who bought these sets have made their money back 10 times over the past decade.
  • Crucially, LEGO returns show almost zero correlation to financial markets, volatility, or economic shocks. They behaved like "safe-haven" assets during crises like 2008. They therefore form an important part of diverisfying an investors portfolio.

At Little Brick Capital, we offer the first data driven Lego investment service

The main reasons to invest in Lego through our service are:

Which sets to invest in

We use proprietary data and AI tools to analyse thousands of sets, identifying those with the right traits for long-term growth.

Storage & Insurance

We store your sets in secure, climate-controlled facilities and insure them at full market value.

Why does Lego rise?

There are several reasons why Lego sets continue to rise year on year

  • Retired sets go out of circulation forever
  • Strong adult collector demand drives aftermarket prices
  • Small production runs = long-term scarcity
  • Global demand: LEGO sells in over 130 countries
  • Emotional attachment makes people buy at a premium
  • Survives downturns, demand didn’t collapse in 2008 or 2020

Testimonials

"Thanks to Zevi sharing with me his buying tips, my portfolio is now worth over 50k, up from £15k when I started purchasing during Covid""
David ratten
"I bought 100 sets of TIE Fighter Pilot in early 2022, after meeting with Zevi Sternlicht, who helped me with my automated TfL refunds. I cant remember exactly how much I paid for the lego sets, I think it was around 70 quid a pop, they had already started to go up in price as they were recently retired". They are now worth around 250 quid each! Wish I would have bought more ;-("
Linda Lisa Jay
""I like the idea, and invested. So far it has been a decent service. Best part for me is that you guys can store it for me, I havent got space at home for 50 boxes of lego""
Alan Grohman

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For the most comprehensive understanding of Lego investing, read the full study commissioned by Higher School of Economics in Moscow.

Other important articles to read include:

1) The Guardian – “Investing in Lego more lucrative than gold“

2) Research Gate – “LEGO – The Toy of Smart Investors“

3) Higher School of Economics – “Toys Prove to Be Better Investment Than Gold, Art, and Financial Securities”

4) Wealth Management – “Lego Collecting Delivers Huge (and Uncorrelated) Market Returns”

5) Improbably – “LEGO sets as investment assets“

6) Bloomberg – “The Hot New Asset Class Is Lego Sets”

 

Disclaimers:

Like all investments, LEGO values can go down as well as up. Past performance is not a guarantee of future returns. You may not get back the amount you originally invested.