Toys R Us and LEGO Pricing

I suppose this can’t go unmentioned, but I find it “interesting” as to how Toys R Us prices their LEGO. They typically price their sets higher than MSRP prices. So a $40 set at Target, Amazon, LEGO Store and everywhere else, will likely be $45 at Toys R Us.

This gets much worse as the holidays approach. If you watch LEGO prices at Toys R Us from September thru December, you will see a steady increase in prices. For some sets, the pricing is more extreme than others. This is also the season that Toys R Us offers it’s most extreme sales and rewards.

As a collector, I certainly can’t complain. I am aware of the price differences, and can make my purchases accordingly. But sometimes I get bummed that a parent or grandparent ends up spending 50% more on a regular LEGO set simply because they bought it at Toys R Us. They are unaware that they could save a lot of money, just by shopping down the street at Target.

I went into Toys R Us today to use up $25 of “Rewards Dollars” they had given me. Yes, this is a nice bonus about shopping at Toys R Us during the holidays. Let’s take a look at some of the prices.

I was surprised to find two of the new Super Heroes sets in stock, especially since Toys R Us currently has a sale: $10 off a $50 purchase. This was the last Dynamic Duo Funhouse Escape, which I picked up. MSRP is $40, Toys R Us is charging $45, not as bad as I expected:
Toys R Us and LEGO Pricing

They had about five Batcave’s in stock too, but they were charging $20 more than MSRP at $90. So even after the sale discount, you are still paying $10 more than MSRP:
Toys R Us and LEGO Pricing

One of the more shocking price increases is the Harry Potter Quidditch Match. It retails everywhere else for $20, but Toys R Us kept raising the price from Sept to Dec, ending up at $38. That’s almost double what you would pay anywhere else:
Toys R Us and LEGO Pricing

Here is a set that Wal-Mart just sold for $5.90 in their great 50% off sale, and has been available everywhere for regular price of $12. At Toys R Us, they had TONS in stock for $17.
Toys R Us and LEGO Pricing

They had many of the new City sets in stock, most at a little above retail – usually a $5 price bump:
Toys R Us and LEGO Pricing

Toys R Us and LEGO Pricing

Another Harry Potter price bump: adding $15 dollars to MSRP of Hagrid’s Hutt:
Toys R Us and LEGO Pricing

For Hogwart’s Castle they added $20. At $150 they still have it in stock when many others are sold out:
Toys R Us and LEGO Pricing

They still have a whole bunch of Mill Village Raids even as others sell out. $10 price premium here.
Toys R Us and LEGO Pricing

They had one Hillside House in stock at $10 more than you can get it elsewhere.
Toys R Us and LEGO Pricing

Apple Tree House and Log Cabin:
Toys R Us and LEGO Pricing

I have seen this Tower Bridge sit on the shelf for weeks now. They actually created a sticker for it. No price premium but the box is now developing a sizable whole in the bottom left corner, in addition to the other damage that is hard to see in this photo:
Toys R Us and LEGO Pricing

The new ambulance set:
Toys R Us and LEGO Pricing

A $17 premium on Fire plane which should retail for $60:
Toys R Us and LEGO Pricing

Heavy-Duty Helicopter had a 20% price increase:
Toys R Us and LEGO Pricing

A mere $5 price increase for Robber’s Hideout:
Toys R Us and LEGO Pricing

I don’t remember seeing these before – some kind of special edition card in a “custom made” display stand:
Toys R Us and LEGO Pricing

In the end, I bought the Super Heroes Fun House along with Ninjago Venomari Shrine set #9440 in order to reach the $50 threshold for the discount.

Thanks!

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  • meyerc13

    Wish my TRU was that well stocked.u00a0 I was hoping to find the Robber’s hideout, even with a $5 markup I would have jumped on that one since I think it is exlusive to TRU (and LEGO of course).u00a0 The Hillside House is also a TRU exclusive (other than buying direct from LEGO).u00a0 I tried reporting these TRU pricing practices to my state’s Department of Commerce, since marking up the price and then claiming it is a BOGO50% off sale is a bit shady, but alas it went nowhere since they just sent a letter to the local store rather than actually look into the matter themselves.u00a0 That’s the only way this stuff will stop happening – because clearly people are buying the stuff at these prices judging by the bare shelves.

    • Anonymous

      Yes, I got lucky with all the sets they had available. And I agree – as long as we all keep frequenting TRU, we give them no incentive to not try these pricing practices.u00a0

  • Earl9371

    TRU is INCREDIBLY unbending when it comes to discounting Internet returns. I went to one of the skankiest TRU’s in the world a few years ago – I call it “The Store Where Legos Go To Die” because nothing ever sells there and you can find discontinued stuff from forever ago – and stuck on top of a display about 10 feet off the ground in the video games section no less was a Lego Death Star. It was beat all to heck and had even been obviously opened. I tried like heck on a few occasions to get the manager to give me some sort of a break on it, and he kept telling me he had no leeway to do so. My favorite part was when i pointed out to him that it’d been opened and was probably missing minifigures and other parts – he happily told me that if it was missing anything I could just call Lego and they’d send me all new parts! Can you imagine that call? “Uhh..hi. I just bought a new Death Star and need 14 minifigures replaced, please?”

    • Anonymous

      Classic. For most of these big chain stores, there are unending rules for manager to follow. Yes, they can break rules or set their own – but often, they don’t want to the trouble of making exceptions.