LEGO Resale Is Hot
How To Cash In Without Turning Your Backroom Into a Brick Pit
If your donation flow includes LEGO, you’re sitting on one of the most reliable “sellable online” categories in all of thrift.
In Upright’s Bricks to Bucks: The LEGO Resale Playbook for Maximum Value Master Class, we broke down why LEGO keeps performing, what to prioritize, and how to list it so it actually sells.
Here’s recap to help your team spot the wins fast.
LEGO Keeps Winning Online
LEGO is a toy brand, but behaves like a collectibles market.
In Upright’s 2024 Brand Analysis, LEGO generated $2,847,683.27 in total revenue across 62,318 sold listings, with an average $46.61 price per item.
Then in 2025, LEGO secured the #5 overall revenue spot with $5 million generated, nearly doubling its 2024 unit sales (98% growth). Licensed sets from Star Wars, Marvel, and Disney drove premium prices, while bulk lots maintained strong volume.
Translation: LEGO isn’t “nice to have.” It’s a serious revenue lane.
The 3 LEGO Listing Types
1. Sealed Sets: The Easy Button
If it’s sealed, you’re selling certainty. Sealed LEGO sets usually move faster and price cleaner.
Best practice: The title should read “Set number + Theme + “Sealed” and then highlight the condition with photos.
2. Opened Sets: Decide if it’s Sets or Parts
Opened sets can still be great. The key is honesty and structure:
- Box and instructions included?
- Minifigures included?
- Piece completeness (or clear “unknown” language)
If you can’t confidently confirm completeness, don’t pretend that you can. Your returns will remind you.
3. Bulk Lots: Speed vs. Profit Margin
Bulk is a throughput play. But it still needs a strategy.
From the Master Class deck, a few benchmarks to help your team price with confidence:
- New sets: Standard value is $0.10 per piece
- Bulk lots: 100% LEGO have a $10/lb benchmark
- Mixed with non-LEGO: around $3/lb benchmark
- Minifig lots: can average $100/lb (and are often worth separating)
One interesting low volume but worth watching option:
- LEGO gaylord lots can reach $4/lb+, especially when you’re optimizing for speed.
The Sneaky Profit Lever: Minifigures
In some instances, the minifigs are worth more than the set.
Examples from our LEGO resale write-up:
- Ahsoka Tano minifigure: $300+
- Cloud City Boba Fett minifigure: $2,000+
Rule of thumb: If minifigs are visible, either:
- Call them out clearly in the lot or
- Split them into their own listings when it makes sense
The Bulk Lot Cheat Code
Bulk lots are fast… and dangerous. They can hide your best items.
pearldive’s Auto-Lister is built to help teams list faster without relying on a LEGO expert for every cart.
And a big advantage for multi-piece LEGO listings: pearldive can identify sets, describe box-less items, and add keyword-rich titles/descriptions that help buyers find your lots.
Features like Lot Splitting are designed for the exact scenario LEGO creates. Your team can identify rare and valuable items instantly. So, these items don’t get buried in a generic bulk listing.
If you want to see what AI-powered listing looks like in your workflow, new users can get their first 100 pearldive listings free.
Want The Full Walkthrough?
If LEGO shows up in your donation flow (sets, tubs, gaylords, mixed toys bins), the full Master Class goes deeper on:
- What tends to sell best
- How to price bulk vs. sets
- How to sort and group faster
- How to avoid the “hours of sorting for $40” trap
Watch the full Bricks to Bucks recording and download the slide deck.
And if you want to see how Upright Lister and pearldive could look inside your operation, reach out to the Growth Team for a quick demo.