"It's an intricately detailed Death Star nearly two feet tall (52.3cm), a foot and a half wide (48cm) and over a foot (38.3cm) deep, with enough compartments to re-enact nearly every iconic Death Star scene from Star Wars and Return of the Jedi. We've never seen a Lego set anywhere near this expensive. When the $999.99, €999.99 or £899.99 price and images leaked in July, many wondered how the Lego Group could possibly justify such a price for plastic toys!"
"Well, I'm here to tell you the company has been doing better than ever - record revenue and record profits outpacing the whole toy industry - ever since it started catering to nostalgic, deep pocketed adults and letting its prices and piece counts climb. "$850 Millennium Falcons and $680 Titanics: Grown-Ups Are Now a Gold Mine for Lego," The Wall Street Journal wrote last year."
An intricately detailed Death Star measures nearly two feet tall (52.3cm), a foot and a half wide (48cm), and over a foot (38.3cm) deep, with compartments to re-enact nearly every iconic Death Star scene from Star Wars and Return of the Jedi. Leaked pricing showed $999.99, €999.99, or £899.99, prompting questions about how such a price could be justified for plastic toys. The Lego Group has achieved record revenue and record profits, outpacing the wider toy industry by catering to nostalgic, deep-pocketed adults and allowing prices and piece counts to climb. Roughly 15 percent of Lego's sets are aimed at adults, and examples of high-end sets include $850 Millennium Falcons and $680 Titanics.
Read at The Verge
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