The price of Lego will increase by 5 per cent from January 1 next year, with the Danish company blaming the pound’s decline in the wake of the UK’s decision to leave the EU.
A letter by Fiona Wright, the general manager and vice-president of Lego, says that the increase in prices is a “direct result of the continued devaluing of the UK pound”. It adds that Lego will try to “minimise” the consumer sales impact.
It means that a Star Wars Lego Death Star set, currently priced at £399, will go up by £20 next year, while a Doctor Who Lego will rise by £2.49 to £52.48.
A spokesperson for the company said: “As communicated to our retailers, The Lego Group will raise prices in the UK, due to currency fluctuations.”
Lego said that while it was raising the prices it charged retailers to stock its products, it was up to stores to decide if they passed on the increase to customers or absorbed it themselves. Its Star Wars Rebel U-Wing Fighter playset (which would go up to £73.50 next year) is among UK’s best-selling toys, according to Toy Retailers Association.
Since the EU vote in June, the pound has plummeted by about 16 % against the dollar and by 9% against the euro, forcing manufacturers to signal or introduce price rises.