What is going on with the price of LEGO Icons 10307 Eiffel Tower?

The LEGO Group has changed the price of 10307 Eiffel Tower in the US, which may be very telling for the future of large LEGO sets as a whole.

In August and September this year, the LEGO Group raised RRPs across dozens of sets in its current portfolio, including some that had only arrived on shelves months prior. Among those in the firing line was 10294 Titanic, 2021’s flagship LEGO Icons set, which now costs £589.99 / $679.99 / €679.99 – a £50 / $50 / €50 increase on its original retail price. (It’s still just as difficult to come by at LEGO.com, though.)

When rumours of 10307 Eiffel Tower first started doing the rounds all the way back in February, they posited that the enormous Parisian icon would match 10294 Titanic’s original RRP of €629.99. By September, further reports suggested that price tag would actually come in at $679.99 in the US, equal to the Titanic’s new RRP. Logically, that made complete sense.

Quelle surprise, then, when the LEGO Group shared the press release for 10307 Eiffel Tower – and that it would retail for just £554.99 in the UK, $629.99 in the US and €629.99 in Europe. Or, to put it another way, the same as 10294 Titanic’s initial price. LEGO press releases are not always correct, though, so we waited with bated breath to see how much la tour Eiffel would actually cost at LEGO.com.

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When it first went live on the official online store yesterday, two of the press release’s prices for 10307 Eiffel Tower were correct: it’ll cost a cool £554.99 in the UK and €629.99 in Europe. US fans, however, had seemingly been hit with a dramatic difference in price, as the landing page for the 10,001-piece set initially proclaimed it would retail for $679.99 stateside – or equivalent to the Titanic’s current cost.

That was also a $50 hike on the price outlined in the press release, and so we fully expected the LEGO Group to quietly revise the UK and EU prices to match, presuming it had simply forgotten to adjust them in line with its recent price increases. Instead, it’s (still quietly) done the opposite: the UK and EU prices are as they always were, while the US price has come down to $629.99.

Score one for the beleaguered LEGO fan trying to find the cash (let alone the space) for a big grey tower – but it’s still incredibly surprising that the LEGO Group isn’t pitching this thing at the same price as 10294 Titanic, especially given it includes almost 1,000 additional pieces. From this we can draw two possible conclusions: first, the LEGO Group’s price points are more flexible than first assumed, and brackets boosted in August and September still exist.

Alternatively, the company may not be as confident in its ability to sell its products at inflated prices as it was in the summer. 10307 Eiffel Tower was presumably intended to retail for $679.99 at one point, given that’s how much it was listed for on LEGO.com yesterday, so could it have been a last-minute decision to push the price back down to 10294 Titanic’s original bracket?

We’ve already seen the LEGO Group incentivising consumers to shop through official channels in 2022, and to an even greater degree than in recent memory, whether through direct discounts on brand new sets or VIP-exclusive offers. If it’s struggling to shift its more expensive sets, particularly following those price increases, we could see bigger products in 2023 come out of the gate at historical price points – just as has happened with 10307 Eiffel Tower.

Or it could be an anomaly. We’ve reached out to the LEGO Group for clarification. Either way, it’s at least an encouraging sign for prospective purchasers of 10307 Eiffel Tower. The biggest LEGO set of the year will be available from November 25 for £554.99 / $629.99 / €629.99. Unless its price changes again…

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Author Profile

Chris Wharfe
I like to think of myself as a journalist first, LEGO fan second, but we all know that’s not really the case. Journalism does run through my veins, though, like some kind of weird literary blood – the sort that will no doubt one day lead to a stress-induced heart malfunction. It’s like smoking, only worse. Thankfully, I get to write about LEGO until then.

Chris Wharfe

I like to think of myself as a journalist first, LEGO fan second, but we all know that’s not really the case. Journalism does run through my veins, though, like some kind of weird literary blood – the sort that will no doubt one day lead to a stress-induced heart malfunction. It’s like smoking, only worse. Thankfully, I get to write about LEGO until then.

2 thoughts on “What is going on with the price of LEGO Icons 10307 Eiffel Tower?

  • 19/11/2022 at 22:36
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    this set is beyond awesome, bur seriously: 600+ dollars for some lego??

    Reply
  • 19/11/2022 at 20:06
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    When goto Lego.com the Eifel tower is priced instead at 999$ ?

    Reply

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