Intro
Lego’s Birds of Paradise collection features stunning builds inspired by tropical birds from around the world. These sets showcase incredibly detailed models of exotic birds like macaws, toucans, and parrots. However, their high part counts and intricate designs come at a premium price point. So what factors make the Birds of Paradise sets so expensive compared to average Lego products?
Scarcity
One of the main reasons Birds of Paradise sets are pricey is their limited availability. Lego produces them in smaller batches compared to their more mass market sets. This scarcity principle of low supply and high demand allows Lego to charge more. The inventory sells out quickly, feeding into the hype.
Many Lego collectors and bird enthusiasts want to add these eye-catching sets to their collections. Knowing supply is limited, they’re willing to pay the premium price. When stocks run low, the sets also gain value on the secondary market. Resellers can flip the retired sets for even higher prices.
Design Complexity
Birds of Paradise sets feature incredibly intricate builds to capture the vivid colors and textures of tropical plumage. The Scarlet Macaw set has over 1000 pieces to recreate all the vivid reds, yellows, and blues. The Toucan includes 1200 elements to get the rainbow bill and fine feather detailing just right.
It takes Lego designers hundreds of hours just to map out the schematics and color combinations for these ornate models. The complex techniques like interwoven bricks and layered feathers are also challenging to manufacture. This design complexity means much more thought and labor goes into each Birds of Paradise set, justifying the higher prices.
Custom Parts
To accurately mimic tropical birds, Lego employs several specialized custom elements in the Birds of Paradise lineup. These parts, like new curved slopes and feather pieces, are produced solely for these sets. Making brand new molded parts is very costly for Lego, so the unique elements also raise the price tag.
For example, the Flamingo set introduces over 20 custom pink molded pieces to achieve the signature curled neck and angled beak. Lego also had to create specialized brick colors like bright aqua marine for the Macaw. These tailor-made parts add to the price, but enhance the builders’ ability to recreate the birds.
Branding and Marketing
As a premium product line, Lego invests more into branding and marketing to promote the Birds of Paradise theme. The sets are packaged in high-quality boxes showcasing concept artwork of the birds in whimsical tropical settings. Lego also produces gorgeous photography and video content to show off the building techniques and realism achieved.
Online and print ads are used to target AFOL (Adult Fans of Lego) and birdwatching communities. Lego’s investment into hiring photographers, graphic artists, copywriters, and social media managers for the theme’s marketing adds on costs passed onto the consumer. The polished presentation supports the higher prices.
Comparison to Other Lego Themes
Here is a comparison table showing the average price per piece across popular Lego themes:
Lego Theme | Average Price Per Piece |
City | $0.10 |
Star Wars | $0.15 |
Technic | $0.20 |
Architecture | $0.25 |
Birds of Paradise | $0.30 |
This shows that the Birds of Paradise sets have a significantly higher price per piece compared to even other complex Lego lines like Technic or Architecture. The premium detailing and design of the exotic birds drives the higher parts value.
Profit Margins
As a business, Lego aims to maximize profits on their products, especially premium lines like Birds of Paradise that have built-in demand. By pricing the sets at a large markup, Lego can gain higher profit margins versus average sets.
Lego is likely able to double or even triple their typical margins on the Birds of Paradise theme. Some estimate Lego’s profit margin exceeds 60% on certain exclusive products like these. While Lego has production costs to recoup, a portion of the high price tag goes towards their bottom line.
Pricing Breakdown of the Flamingo Set
Here is an estimated pricing breakdown using the 592 piece Flamingo set which retailed for $99.99:
Expense | Estimated Cost |
Parts | $20 |
Labor | $10 |
Design | $15 |
Marketing | $15 |
Packaging | $5 |
Operations Overhead | $10 |
Profit Margin | $25 |
Total Price | $99.99 |
This gives a sense of how the premium pricing breaks down for a Birds of Paradise set. Only about 20% covers the physical parts and labor. The rest goes towards the detailed design process, marketing, and profit margins expected for an exclusive theme.
Pricing Effects on Demand
Despite the higher prices, Lego’s strategy with the Birds of Paradise theme stimulates demand among collectors. The perceived exclusivity makes people anxious to purchase the sets before they retire. They know supplies are limited.
Lego also relies on the inelastic demand since people expect premium pricing for highly desirable theme. By pricing the sets high, Lego takes advantage of the avid collector and bird lover markets. These buyers are less price sensitive and see value in the products.
If Lego priced Birds of Paradise like average sets, it could actually reduce the demand as it may lose its status as a high-end theme. The premium pricing is part of the appeal for certain collectors.
Compared to Knockoffs and IKEA Sets
Lego Birds of Paradise sets are expensive compared to knockoffs and built-to-instructions sets from retailers like IKEA. For example, IKEA sells an 810 piece bird set for just $35. However, collectors value the real Lego brand and quality.
Lego uses higher grade materials and manufacturing than competitors. There is also skill and artistry designers bring to Lego sets that increase their collectability, even at higher prices. Builders acknowledge you pay more upfront for a premium Lego set, but it holds value.
Future Predictions
Continued limited supply
Lego will likely produce the Birds of Paradise line in small batches to retain the exclusivity. This scarcity allows them to justify the higher pricing. Each set will sell out quickly until it retires.
New exotic bird designs
The theme proved popular, so Lego will design more bird species. We could see tropical sets like a Resplendent Quetzal, Hornbill Toucan, or Harpy Eagle. More exotic birds means more custom printed parts too.
Higher prices
As manufacturing and material costs rise, future Birds of Paradise sets will climb in price. Expect to pay $150+ for 1200 piece sets. However, demand will stay strong among collectors seeking limited edition designs.
Conclusion
In the end, the higher pricing Lego applies to its Birds of Paradise reflects the premium nature of the theme. From the scarcity principle, complex designs, custom pieces, strong branding and expected profit margins, collectors have proven willing to pay the price tag. As costs rise and new exotic species get designed, the sets will likely continue retailing above the standard Lego pricing tiers, but should maintain their value and demand in the collectors market. For fans of ornate model birds, the build experience and breathtaking realism is worth the investment.