Tag Archives: Australian Price

Australian Price For 70751 Temple of Airjitzu

Bricking Around has compiled a database of all the 2015 LEGO sets, and we use that to regularly check for prices for new sets. While doing one of our regular checks we spotted something new – the official Australian price for 70751 Temple of Airjitzu.

This impressive Ninjago set will cost Australian LEGO fans $299.99 when it becomes available in September (August for VIPs).

70751 Temple of Airjitzu Australian Price

This price is exactly what we predicted when the set was first unveiled.

What do you think of the price? Hopefully this set will make it to an Australian retailer and we can score it for 20% off.

Via http://shop.lego.com/en-AU/Temple-of-Airjitzu-70751

Australian Price For 10247 Ferris Wheel

10247 Ferris Wheel Australian Price

After days of leaked details and images we finally have the official press release for 10247 Ferris Wheel. More importantly, we also have an official Australian RRP.

For those of you who can’t see the image – 10247 Ferris Wheel will cost $289.99 in Australia. We think that price is actually quite good.When you factor in currency conversion and GST we are only paying around $10 more than the US. With a 20% off sale this would be a great buy.

There should be a VIP pre-release of this set in mid-May.

You can check out the press release and designer video below

Official Australian Price Of 71016 The Kwik-E-Mart

71016 Kwik-E-Mart Box

As pointed out by John in the comments of the Kwik-E-Mart announcement, we now have an official Australian price for the latest Simpsons set.

71016 The Kwik-E-Mart will cost Australian LEGO fans $329.99 when it is released in May this year.

Based on various international prices and the current state of the Australian dollar, it looks like we haven’t done too badly on price - Converting the US price to the Australian price works out to $283.38 (when you factor in GST). That means the Australian price is only a 17% markup. If you can get this set for 20% off then you are coming out ahead of the US.

Via http://shop.lego.com/en-AU/The-Kwik-E-Mart-71016

Australian Details For 75095 TIE Fighter

TIE Fighter Box 200px

As mentioned by James in the comments of our original TIE Fighter article – we now have an official Australian price and release date of the 75095 TIE Fighter set.

The official Australian RRP is $299.99 and the set will be available online May 2nd 2015.

We don’t have any information about a possible VIP pre-release, but fingers crossed.

Let us know in the comments what you think of the Australian price.

Via http://shop.lego.com/en-AU/TIE-Fighter-75095, additional information via Jay’s Brick Blog

Official Australian Price For 10246 Detective’s Office

image

The latest modular building – 10246 Detective’s Office – is now listed on the Australian online LEGO store and that means we have an official Australian price.

Adding a detective to your modular street will set you back $229.99.

The Australian price is actually a bit of a pleasant surprise; based on the current state of the Australian dollar that is just a 9% markup.

For those planning to get this set day one, it will be available January 1st.

Via http://shop.lego.com/en-AU/Detective-s-Office-10246

Australian Price For 75060 UCS Slave I

75060 UCS Slave I Price

As pointed out by Al in the comments of our last Slave I article, the Australian price for 75060 has been released.

According to the Australian online LEGO store the local price is $299.99

That is actually better than some people were expecting. After factoring in exchange rates and tax, the converted US price is $249.89. This means that Australian’s are paying a modest 20% markup; which is quite low for a licensed set.

Hopefully this set will show up in retail stores next year.

The Inconsistency Of Australian LEGO Prices – Part 2

LEGO Money

LEGO pricing is an issue that every Australian LEGO fan has an opinion on, so it came as no surprise that we had a huge response to our original post on inconsistency. We reached out to LEGO Australia for a statement in response to our original article, and to their credit they did get back to us.

In this article we are going to look at the response that we received, and check out the various claims that were made.

The LEGO Group is a Danish company but each market, like Australia, operates independently and pricing is a part of that. As you highlighted, there are many market factors that influence price determination. Coming up with the right price is complex, even excluding these market factors, which is why you’ll see different prices for the same set all over the world.

As we pointed out in our original article, the issue that we are discussing is not pricing. Yes, it is true that we are talking about the prices of Australian sets, but the specific factor that we are looking is the mark-up that Australians are charged.

We believe that, within reasonable parameters, every set that costs $X in the US should cost approximately $Y in Australia. Unfortunately for Australian consumers inconsistency is the reality. Take a look at two unlicensed Creator Expert sets; 10243 Parisian Restaurant ($159.99 US, $249.99 AU) and 10244 Fairground Mixer ($149.99 US, $199.99 AU). There is a $10 difference between the US prices, but $50 between the Australian prices. The Parisian Restaurant is a heavier set, but we found no consistent link between weight and mark-up.

In the interesting of looking at this issue more globally, we also looked at the markup between Australian prices and UK prices (British Pounds). For this comparison we have reduced UK prices by 20% to remove the VAT component, and then added 10% back on to add the GST equivalent.

Set #
Set Name
Theme
$AUD
$USD
Markup $USD-$AUD
$GBP
Markup $GBP-$AUD
70143Sir Fangar's Sabertooth WalkerChima$59.99$39.9926.89%£34.998.04%
70145Maula's Ice Mammoth StomperChima$129.99$89.9922.19%£69.9913.82%
70147Sir Fangar's Ice FortressChima$99.99$69.9920.84%£59.992.15%
70144Laval's Fire LionChima$69.99$49.9918.43%£39.997.26%
60052Cargo TrainCity$299.99$199.9926.88%£139.9931.33%
60036Arctic Base CampCity$129.99$89.9922.19%£69.9913.82%
60050Train StationCity$79.99$64.994.11%£49.99-1.94%
60035Arctic OutpostCity$59.99$49.991.51%£34.995.07%
10243Parisian RestaurantCreator$249.99$159.9932.17%£132.9915.20%
10242Mini CooperCreator$149.99$99.9926.88%£74.9922.58%
31024Roaring PowerCreator$39.99$29.9912.79%£19.9922.60%
10244Fairground MixerCreator$199.99$149.9912.78%£119.992.15%
31026Bike Shop & CaféCreator$99.99$89.99-6.01%£64.99-5.71%
21110Research InstituteIdeas$29.99$19.9926.90%£15.9914.94%
21109Exo SuitIdeas$49.99$34.9920.85%£29.992.16%
21108Ghostbusters Ecto-1Ideas$69.99$49.9918.43%£44.99-4.66%
76017Captain America vs HydraMarvel$39.99$19.9969.22%£19.9922.60%
76020Knowhere Escape MissionMarvel$79.99$39.9969.20%£44.998.96%
76021The Milano Spaceship RescueMarvel$129.99$74.9946.63%£69.9913.82%
76022X-Men vs The SentinelMarvel$79.99$49.9935.35%£44.998.96%
75049SnowspeederStar Wars$59.99$29.9969.20%£34.995.07%
75052Mos Eisley CantinaStar Wars$129.99$69.9957.10%£64.9922.58%
75045AV-7 Anti-Vehicle CannonStar Wars$69.99$39.9948.04%£44.99-4.66%
75048The PhantomStar Wars$39.99$24.9935.36%£19.9922.60%
75054AT-ATStar Wars$169.99$109.9930.73%£109.99-5.28%
42023Construction CrewTechnic$99.99$69.9920.84%£49.9922.58%
42024Container TruckTechnic$99.99$79.995.74%£59.992.15%
70810MetalBeard's Sea CowThe LEGO Movie$389.99$249.9931.96%£169.9940.60%
70814Emmet's Construct-o-MechThe LEGO Movie$89.99$59.9926.89%£49.9910.32%
70815Super Secret Police DropshipThe LEGO Movie$119.99$79.9926.89%£69.995.07%
70816Benny's SpaceshipThe LEGO Movie$149.99$99.9926.88%£79.9914.92%
70163Toxikita's Toxic MeltdownUltra Agents$59.99$39.9926.89%£34.995.07%
70165Ultra Agents Mission HQUltra Agents$139.99$99.9918.43%£79.997.26%
70164Hurricane HeistUltra Agents$89.99$69.998.76%£49.9910.32%

We were unable to find any logical pattern to the pricing differences.

  • 75054 AT-AT has a 32% mark-up over the USD price, but a -5% mark-up over the GBP price.
  • 31024 Roaring Power has a 12.79% mark-up over the USD price, but a 22.60% mark-up over the GBP price.
  • USD-AUD mark-ups fluctuate from -6% to +69%
  • GBP-AUD mark-ups fluctuate from –5.3% to +40%

 Apart from the constant testing and improvements of our quality and premium products, there are additional factors that influence our prices; for example, how much it costs to sell LEGO sets in that particular part of the world, local tax rates and the general price level of other goods and toys. It’s true that LEGO sets in the US appear cheaper – but for our US builders, when they add sales tax and compare the price to that of other toys and to their cost of living, it doesn’t seem quite as cheap as it does to you, being used to Australian prices for goods and services.

Once again I feel that this misses the point that we are raising. We are not claiming that LEGO in the US is cheap, or that LEGO in Australia is expensive. What we are claiming is that some sets in Australia have a higher mark-up than others. We have demonstrated this with figures.

In your analysis, you highlight the inconsistency drilled down to a SKU level based on the weight of bricks. As previously mentioned, there are many other contributing factors being simply weight per set. For example, some sets may have some unique elements and each moulding machine is an enormous capital investment for The LEGO Group, let alone the quality controls we implement for the production of each SKU.  Our intention and motto is that “only the best is good enough” so we never want to jeopardise the quality consumer experience we provide our consumers globally.

The biggest problem with this statement is quite obvious – if a set has a large number of new and unique pieces then that set should be more expensive in all regions. For example it would be reasonable for a 200 piece set that has 20 new pieces cost more than a 200 piece set that only contains 1 new piece.

This comment raised an interesting possibility though – are Australian consumers paying a higher mark-up for sets with new parts? If so that would essentially mean that Australians are subsidising the production of new elements.

Set #
Set Name
Theme
$AUD Price
$USD-$AUD Markup
# Unique Parts
70143Sir Fangar's Sabertooth WalkerChima$59.9926.89%0
70145Maula's Ice Mammoth StomperChima$129.9922.19%2
70147Sir Fangar's Ice FortressChima$99.9920.84%1
70144Laval's Fire LionChima$69.9918.43%1
60052Cargo TrainCity$299.9926.88%4
60036Arctic Base CampCity$129.9922.19%1
60050Train StationCity$79.994.11%0
60035Arctic OutpostCity$59.991.51%0
10243Parisian RestaurantCreator$249.9932.17%0
10242Mini CooperCreator$149.9926.88%0
31024Roaring PowerCreator$39.9912.79%0
10244Fairground MixerCreator$199.9912.78%4
31026Bike Shop & CaféCreator$99.99-6.01%0
21110Research InstituteIdeas$29.9926.90%1
21109Exo SuitIdeas$49.9920.85%0
21108Ghostbusters Ecto-1Ideas$69.9918.43%1
76017Captain America vs HydraMarvel$39.9969.22%0
76020Knowhere Escape MissionMarvel$79.9969.20%3
76021The Milano Spaceship RescueMarvel$129.9946.63%4
76022X-Men vs The SentinelMarvel$79.9935.35%3
75049SnowspeederStar Wars$59.9969.20%2
75052Mos Eisley CantinaStar Wars$129.9957.10%8
75045AV-7 Anti-Vehicle CannonStar Wars$69.9948.04%2
75048The PhantomStar Wars$39.9935.36%4
75054AT-ATStar Wars$169.9930.73%1
42023Construction CrewTechnic$99.9920.84%0
42024Container TruckTechnic$99.995.74%0
70810MetalBeard's Sea CowThe LEGO Movie$389.9931.96%1
70814Emmet's Construct-o-MechThe LEGO Movie$89.9926.89%1
70815Super Secret Police DropshipThe LEGO Movie$119.9926.89%1
70816Benny's SpaceshipThe LEGO Movie$149.9926.88%3
70163Toxikita's Toxic MeltdownUltra Agents$59.9926.89%1
70165Ultra Agents Mission HQUltra Agents$139.9918.43%1
70164Hurricane HeistUltra Agents$89.998.76%3

Once again, there is no clear pattern that matches the theory. Looking at the numbers there are a few spots where this lines up;

  • 60052 Cargo Train with 4 unique parts has a 26.88% mark-up.
  • 60036 Arctic Base Camp only has 1 unique part, and has a lower 22.19% mark-up.

Then there are the parts where the opposite is true

  • 75049 Snowspeeder has 2 unique parts with a 69.20% mark-up.
  • 75052 Mos Eisley Cantina has 8 unique parts with a smaller 57.10% mark-up.

Then there are the sets where this isn’t an issue, and we still have inconsistency

  • 42023 Construction Crew, no unique parts with a 20.84% mark-up.
  • 42024 Container Truck, also no unique parts and only a 5.74% mark-up.

The above figures are based on the number of parts that were produced in 2014 that appear in a single set only. We have also removed any minifigure parts and parts that are only a unique print. This should give a good representation of the parts that are genuinely unique to a set.

It is possible that LEGO have a complicated formula in place for determining the Australian price of a LEGO set, but at this stage it is hard to think of anything that is actually fair. Perhaps sets that LEGO Australia thinks will sell well have a higher mark-up?As we have pointed out several times – this isn’t about pricing. That is a different argument to have. This is about consistency in pricing.

Part data was sourced via Rebrickable.com using their API.
Currency conversion done using exchange rates as of 8th September 2014
Figures take into consideration differences in tax rates

71006 The Simpsons House Priced For Australia

LEGO Simpsons House Full

The fantastic looking 71006 The Simpsons House has just appeared on the Australian LEGO Online store. Unfortunately it is priced a little more than Australian fans were probably hoping.

The Bricking Around prediction was $299.99 for this set, but the official price is $329.99. The set is available to purchase from the 1st February.

Considering that this set is $199.99 in the US this seems like a pretty significant markup. Based on our standard conversion formula (US price + 10%, converted to $AU) the set comes out at $245 at current exchange rates. Based on those figures LEGO is placing a 34% percent markup on the converted price.

As a big Simpsons fan I really hope that this isn’t an online exclusive. With consistent sales throughout 2013, if this set is widely available it shouldn’t be difficult to find at 20% or more off. It’s possible that this could be a set that shows up for the mid-year toy sales.

You can view the official store page for the set here http://shop.lego.com/en-AU/The-Simpsons-House-71006

Thanks to Bricking Around reader Nick for letting us know the set had shown up online.