Is LEGO all that more expensive than its rivals?

LEGO has rivals, and the trade wars are encouraging some of the Chinese-based alternatives to redirect their marketing efforts toward Europe. However, LEGO has its own homegrown (or at least European) alternatives that are also chipping away at the market.

For this research, I took a half dozen samples from eight of LEGO’s biggest competitors, and using Google as my exchange rate guide, calculated the average cost per brick in these sets in British Pounds. My random sampling includes small builds with a few hundred bricks, large ones with thousands, special editions, standard box sets, and franchise deals.

JMBricklayer is a brand from China that is gaining recognition for its detailed designs and focus on specific themes, such as medieval buildings and intricate mechanical models, often featuring LED lighting. Compared to LEGO, JMBricklayer aims to offer a comparable building experience and quality with bricks that fit snugly. A significant merit of JMBricklayer is its affordability, making complex and detailed sets more accessible for builders on a tighter budget.

Lumibricks (formerly FunWhole) is known for integrating lighting systems directly into their sets, creating impressive illuminated models without the need for separate aftermarket light kits. They are often praised for their printed pieces rather than stickers, a common point of preference among many builders. Lumibricks offers good value for money and a build quality that many consider to be on par with LEGO, especially for those seeking display-oriented models with an ambient glow. Dropping the brand ‘FunWhole’ is a good idea!

SEMBO Blocks offers a wide variety of themes, including unique takes on Chinese architecture, detailed vehicles, and military sets, often at a more affordable price point than LEGO. While their brick quality is generally considered good, some builders note that the fit can occasionally be looser than LEGO bricks. SEMBO also tends to have slightly more straightforward instructions, which can present a minor challenge for some. Still, their original designs are a major draw for those looking for something different.

Nanoblock stands out due to its extremely small brick size, with the smallest pieces measuring just 4mm x 4mm x 5mm. This micro-scale allows for highly detailed and intricate models that would be impossible with standard LEGO bricks, appealing to builders who enjoy precision and compact displays. However, the tiny pieces can be challenging to handle and easily lost, often requiring tweezers for assembly, and they are not compatible with LEGO bricks.

Mould King is a prominent brand in the alternative brick market, often known for its large and complex sets, including highly detailed vehicles, buildings, and mechanical models, frequently featuring power functions. They often use GoBricks, which are considered to have a quality very similar to LEGO, though some users report a tighter clutch. Mould King’s merit lies in offering sophisticated and often motorised models at a significantly lower price than comparable LEGO sets, though their instructions can sometimes be less refined.

Cada is well-regarded for its high-quality bricks and a strong focus on Technic-style models, including impressive and functional vehicles with intricate mechanisms, working motors, and remote-control capabilities. Cada sets are generally more affordable than LEGO’s Technic offerings and are fully compatible with LEGO bricks, making them a strong choice for builders who prioritise functionality and a challenging building experience. They also offer original designs and licensed collaborations, providing unique sets.

Cobi Bricks, a Polish brand, specialises in military and historical themes, offering highly accurate and detailed models of tanks, planes, and ships. A key merit of Cobi is that all their pieces are pad-printed, meaning no stickers, which is a significant advantage for many enthusiasts. Their brick quality is excellent and comparable to LEGO, with a tighter clutch, resulting in very stable models. While Cobi minifigures have a distinct, more realistic style, they are compatible with LEGO.

Mattel Brick Shop is a relatively new entrant aiming to challenge LEGO, particularly in the adult collector market, by leveraging Mattel’s Hot Wheels brand. Their initial focus is on highly detailed car models, offering different scales and often including a corresponding die-cast Hot Wheels car. Mattel claims to have improved brick quality over their existing Mega Bloks line, incorporating unique, custom-shaped pieces and even metal parts to achieve greater realism, often undercutting LEGO’s prices. However, the custom pieces may limit their versatility for free building.

I’m happy to discuss coordinating with anyone else who has a larger dataset already available or is interested in creating one.