Ask a LEGO Fan

AFOL Percent of Sales

Posted in Marketplace by lfanquestions on February 24, 2010

Russell writes:

I’ve only recently rediscovered the joys of Lego after a 35 year hiatus, prompted in large part by finally visiting Billund as I promised myself in 1968.  Since then I’ve been amazed by the extent of the AFOL community, and the size of some of the collections.

Do you know if anyone, TLG or external, has done any research on just how much of TLG’s revenue comes from AFOLs compared to “toy” sales?  Given the variety of methods by which AFOLs source their kits, it would be very difficult, but I suspect the percentage is very high.



Dear Russell,

It is difficult to find out the percentage of sales that are for AFOLs instead of parents buying for their children.  TLG tends to think we are a small portion of their sales (5-10%) while the community believes we buy a large amount (30%) of product.  The truth is likely somewhere in between these numbers.



One Response

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  1. Matt said, on March 17, 2010 at 12:10 pm

    Brickset is reporting that LEGO has published a figure of 5%:

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