Birds of Paradise is one of the most sought after and expensive Lego sets around. This set was released in 2022 as part of the Lego Ideas collection, which takes real world objects and monuments and recreates them in Lego form. The Birds of Paradise set features over 1,173 pieces and depicts a flock of colorful tropical birds perched in a jungle scene. While Lego sets are known to be expensive in general, the Birds of Paradise set stands out for its high price point of $99.99. There are several factors that contribute to why this Lego set costs so much.
Limited Availability
One of the main reasons the Birds of Paradise Lego set is so expensive is its limited availability. Lego Ideas sets are not mass produced like regular Lego sets, so they are produced in limited quantities. Once the initial stock sells out, the set is retired and no more are produced. This creates scarcity in the market, allowing sellers to charge higher prices. The limited number produced makes Birds of Paradise very hard to find at retail price. Most stores sold out quickly after its release, so the only way now to purchase it is through secondary markets where resellers can set their own higher prices. The law of supply and demand allows resellers to charge exorbitant amounts, knowing collectors will still pay due to the set’s limited availability.
Piece Count and Size
In general, the larger and more complex a Lego set is, the more expensive it will be. Larger sets require more pieces, which increases the production cost. The Birds of Paradise set has 1,173 pieces, making it a fairly sizable set. All those individual pieces cost money to produce and package. The bigger the set, the more it costs Lego to manufacture it, and they pass those costs onto the consumers. The large piece count contributes to the high price point on Birds of Paradise.
Additionally, the completed Birds of Paradise model is over a foot long and 8 inches high when fully built. It is a centerpiece model, made to display and admire. The large final model size also adds value compared to a smaller Lego set. You are getting an impressive display model for the higher price.
License Fees
Most Lego Ideas sets are based on existing intellectual property, like movies, TV shows, or landmarks. In those cases, Lego has to pay license fees to use the intellectual property. For example, if they make a set based on Star Wars, they have to pay fees to Disney. With Birds of Paradise, Lego had to pay the artist who originally proposed the set through the Ideas program. The cost of those license fees gets included in the set’s final price tag. Licensed sets tend to sell for more because Lego has to recoup those additional costs.
Decorative Parts
Compared to a standard Lego set, the Birds of Paradise set contains many more decorative elements. These include an abundance of plants and leaves, as well as several printed bird elements. Printed and decorative pieces are always more expensive than basic standard Lego bricks. These unique pieces drive up the production costs, which again get passed on in the retail price. Decorative parts also add to the display value, enhancing the look of the final model. The high part count of decorative elements contributes to the price.
Collectibility
Being a limited Ideas set, Birds of Paradise has strong collectibility appeal. Lego fans and collectors are willing to pay more for sets that are rare, exclusive, and hard to find. The higher price point basically reflects the high demand from collectors who want to get their hands on this set. Anything with strong collectible status will inherently sell for higher prices. The price premium represents the value collectors assign to rare and exclusive Lego sets.
Detail and Design
The Birds of Paradise model features extensive detail and advanced building techniques. The birds have intricate printing, showcasing colorful plumage on their wings and tails. The model uses advanced building methods to achieve smooth shaping and curves for a natural, organic look. The flowers and leaves also achieve a realistic texture and shaping. All of this intricate design work adds complexity to the set, requiring more development and effort from Lego designers. That extra design work translates into a higher price point. The detail and design quality help justify the price.
Brand Name Recognition
The Lego brand is synonymous with quality and carries strong name recognition. Consumers are willing to pay more for the Lego name and reputation. Being a top toy brand allows Lego to charge premium pricing for all its products. Since buyers trust the brand, Lego can price based on brand recognition rather than just the raw manufacturing costs. Their products sell for higher than less recognizable brands. Lego sets normally sell at a premium versus competitor brick sets. So brand reputation plays a role in the above average pricing.
Adult Market Appeal
Unlike most Lego sets, Birds of Paradise appeals more to an adult collector market versus children. The sophisticated design and intricate detailing make it less playable and better suited as a display model. Lego knows adult consumers have more disposable income and are willing to pay more than parents buying for children. So the pricing aligns with the adult target market. Lego is able to charge this demographic more given the increased buying power. The focus on adults means they can maximize profit margins.
Aftermarket Prices
As mentioned, the limited availability has allowed resellers to charge extremely inflated prices in the secondary market. The set now sells for $200-$300 on platforms like eBay. Lego looks at aftermarket prices when determining the initial MSRP. They intentionally set the price high, knowing resellers will price even higher. This allows them to capitalize on the desirability and collectibility. So the retail price reflects the expected high aftermarket value. Overall, secondary market prices are a major driver of the set’s expensive MSRP.
Comparison to Other Lego Sets
Looking at other comparable Lego Ideas sets shows Birds of Paradise pricing is in line and not completely unreasonable. Below are MSRP prices for other Lego Ideas sets for comparison:
Set Number | Set Name | Piece Count | Price |
21324 | Sesame Street | 1,367 | $119.99 |
21319 | Central Perk | 1,070 | $59.99 |
21307 | Caterham Seven 620R | 879 | $79.99 |
Based on piece count, size, and target market, the Birds of Paradise pricing is reasonably aligned. Given its limited availability and decorative parts, the price premium makes sense compared to other Lego Ideas sets on the market.
Production Quality
The high price also reflects the premium quality of Lego products. From the molding and consistent size of the bricks to the meticulous printing methods, Lego sets are built to last and withstand years of use and play. You are paying for quality that will endure. Considering the durable construction and manufacturing standards, Lego sets represent their prices in terms of product quality and longevity.
Conclusion
The main factors that contribute to the expensive price tag of the Birds of Paradise Lego set boil down to limited availability driving up demand, size and complexity of the model, decorative and sophisticated parts usage, leadership reputation in the toy market, and appeal to the adult collector market segment. For serious Lego collectors seeking this limited edition set, the high price represents the exclusivity and pride of owning such a rare model. Given its production values and stunning end result, the set delivers substantial value despite the steep initial investment. For those unwilling to pay the premium, this remains an unattainable jewel. But for Lego connoisseurs, owning Birds of Paradise serves as a status symbol and treasure worth paying top dollar to acquire.