Limited Edition Lego Floods the Market... 490,000 Won 'Lamborghini Lego' on Sale

Lotte Department Store Main Branch, Basement 1st Floor Pop-up Store

[Asia Economy Reporter Cha Min-young] With the prolonged social distancing measures, navigating the untact (contactless) era has become a top priority. Interest in home appliances, furniture, and interior accessories to enjoy time comfortably and pleasantly at home has also increased. The demand for assembly toys that families can enjoy together at home is expanding.

On the 21st, Lotte Department Store announced that it will hold the ‘LEGO & Playmobil Family Show’ at the Cosmo Nergy Plaza on the basement first floor of the main store until the 4th of next month.

In the first half of this year, domestic LEGO sales increased by 14% compared to the previous year, marking a rebound for the first time since 2017. Especially in August, due to the longest rainy season and typhoons on record, the number of days spent at home increased, making this phenomenon more pronounced. The upcoming Chuseok holiday, with a long five-day break, is also expected to increase interest in new leisure and hobby activities.

This pop-up store, the first collaboration between ‘LEGO’ and ‘Playmobil’ in the distribution industry, offers popular limited-edition products. The LEGO ‘42115 Lamborghini,’ which had been out of stock for some time, will be sold in a limited quantity of 100 units at 489,900 KRW. The Lamborghini Sian FKP37 made from LEGO bricks is designed to closely resemble the actual vehicle, including the exterior, engine room, and wheel tires. Inside the vehicle, there is a gear shift mechanism and an 8-speed sequential transmission that operate like a real car. It boasts high detail with a V12 engine, rear spoiler, a steering wheel engraved with the Lamborghini emblem, and wheel tires.

Additionally, limited quantities of ‘Harry Potter Diagon Alley,’ ‘Grand Piano,’ and ‘Batmobile’ will be sold exclusively. Playmobil will also sell the previously unavailable ‘XXL size (65cm) Fun Park Rico’ at 90,000 KRW, limited to 100 units. The ‘Mozart Special Plus’ will also be pre-released.

Furthermore, LEGO Creator products and Playmobil figure products that families can enjoy together will be available, providing various options for customers looking for Chuseok gifts for children.

Various benefits will be offered to customers who make purchases during this event. LEGO will provide mileage accumulation exclusively for this event, and Playmobil will hold a random giveaway of mystery cup figures for purchases over 30,000 KRW. Limited-edition products can be purchased through a non-face-to-face waiting service by pre-downloading via the Lotte Department Store app.

Han Dong-sung, Chief Buyer for Children’s Products at Lotte Department Store, said, “This LEGO and Playmobil event is a gift that can create special memories indoors during the long holiday.” He added, “We hope customers visit the store to experience various assembly toys firsthand and have a safe and enjoyable Chuseok holiday.”