He's become the hottest ticket in town: a real-life equivalent of the golden tickets in Roald Dahl's children's classic Charlie and the Chocolate Factory. But Lego's Mr Gold doesn't come with a lifetime's supply of chocolate. He's an inch-and-a-half tall plastic figure like any other Lego product. His value – and he has been fetching over £700 on eBay – is in his rarity. There were just 5,000 made worldwide. The desire of adult collectors to get their hands on one is fuelling a commercial bonanza for the Danish toy maker. Part of the success of its Minifigures range is that they come in a plastic bag so buyers don't know what they are going to get. Children can therefore trade them in the playground, adult collectors on eBay. The introduction of the limited edition "Mr Gold" into Series 10 has changed the game, however. Mr Gold is causing a stampede, with some adult collectors buying up job lots in attempt to get their hands on figure. That can be seen in the fact that just two weeks after its launch, complete sets of 16 without the limited edition superstar can be purchased on the auction site for as little as £35.
Because of duplication, you have to buy quite a few packets to get a complete set, although canny purchasers have been known to look carefully at barcodes – or simply attempt to identify the character in the packet by feeling it – in an attempt to avoid this. The company says it's too early to say whether Series 10 is a best seller – but adds: "Initial reports show they are off to a flying start." The popularity is such that even the Lego shop at Westfield East in Stratford has found itself without stock on occasion, and Sainsbury's has noted a rise in sales since the launch. But is there a flipside to this modern day gold rush? Does its popularity with Afols (Adult Fans of Lego) mean that the kids are missing out? The company thinks not: "The reaction to Mr Gold has been phenomenal," said a company spokesperson. "It's always a fantastic coup when our consumers engage with any of our brands, so we don't view the demand and interest as having a flip side. The search for Mr Gold is a modern-day treasure hunt – something that children have enjoyed for decades.
There are 5,000 Mr Golds to be found worldwide so he really is an attainable treasure. We have had 51 winners in the UK alone bag a Mr Gold Minifigure for themselves so far, which is fantastic. Children around the world are truly in with a chance of finding a bag containing this highly collectible figure." The commercial success of the line generally can be seen in the fact that, as of last month, Lego says its Minifigures was the number one toy for the year based on unit sales, citing April figures from the market research company NPD. And if the Afols are buying up lots of them, the kids are still getting in on the fun as well: in addition to a commercial success the product has also been a public relations goldmine, with local newspapers from around the world featuring young "winners" who've found not so much the golden ticket, but the golden packet.Lego Mr Gold2 product ratings5140302011About this productSee detailsBuy It NowSee all 20 Brand NewSee detailsBuy It NowSee all 2 Pre-OwnedAll listings for this productAbout this productProduct IdentifiersKey Features5140302011Most relevant reviewsby Got screwed!
Wasn't the actual figure and overpaid. Gotta read the find print! I hate how the title says Lego Minifigures Mr Gold (71001) when its not at all what the item is.by WonderfulProduct exactly as expected - an Original MR GOLD!!! For those that know LEGO they will know all about the illusive MR GOLD. He is hard to find on your own and a rare gem in the wonderful world of LEGO. The most expensive Lego sets in the world 12. The only sole minifigure to make this list, Mr Gold was originally available in 2013 for just $2.99. However, it is extremely rare as only 5,000 were ever made, sending the value up to $1,506.47.You can build a small fortune from Lego – by collecting the most sought-after plastic bricks.Stumble across an Ultimate Collector’s Millennium Falcon set in the attic and you will have a toy space ship worth more than £3,000. When this Star Wars model of the Hans Solo-piloted rocket was first available in shops eight years ago, it cost about £340.Alternatively, find a Mr Gold minifigure in a cupboard drawer at home, as sold in packs at newsagents a couple of years ago, and you will be smiling all the way to the bank.
Costing £2 originally, it now commands a price of £1,000. Will Lego but won't let go: Founder of the London branch of Adult Fans of Lego Richard Selby, 44, is happy to play with Lego as well as stock up on sets as an investmentRichard Selby is founder of the London branch of the Adult Fans of Lego. He is happy – aged 44 – to play with Lego with fellow enthusiasts as well as stocking up on sets as an investment.The IT consultant, who lives in Walthamstow, East London, with graphic artist wife Aisling, 47, and their children ten-year-old Ben and Lance, six, says: ‘My interest started when the children were young and we would play Lego together. They would then go to bed and I would continue to build with the bricks while they were fast asleep.‘It is not a childish pursuit. It offers a creative outlet for adults as well as children – just like art does.’Richard adds: ‘Many modern sets are targeted at adult collectors – with limited editions often costing more than £100.
It is these boxed sets that rise the most in value.’Lego plastic bricks were first made in 1949 but it was not until 1958 that the stud-and-tube connection style we recognise today was introduced. They were originally simple red and white bricks produced from a matt cellulose acetate material that could warp over time. The modern plastic Lego brick was introduced in 1963 and made from acrylonitrile butadiene styrene. Moneymaker: Limited edition set Café Corner was released in 2007 at a price of £90 - it can now sell for £2,000Richard says: ‘You should start by collecting what you like – as chances are if you think it is a cool Lego set, others will too. Some limited editions targeted at adults – such as the range of modular buildings – have soared in value. The first set in the range was Café Corner and released in 2007 at a price of £90. It can now sell for £2,000. Lego-themed sets with a huge fan base – such as Star Wars and Harry Potter – rise in value as they become scarcer.’Among Richard’s favourite investment purchases is a limited edition submarine, only released in Japan in 2010 for £40.
Within six months this boxed toy was worth £350.Richard says those interested in collecting older Lego bricks should only buy sets that come in their original wooden box. Values of these sets are likely to remain stable at about £300 rather than enjoy dramatic price growth. Yet the earliest wooden items made by Lego – such as play bricks, tractors and toy ducks – are extremely rare. Richard says: ‘If you have an old Lego toy with the maker’s stamp on it then you can almost set the price yourself as these are items more at home in a museum than a private collection.’Adam White, journalist for Lego fan magazine Bricks, says you do not have to buy an expensive limited edition set to make money. Know which bricks make the most money: Lego sets in pristine condition and in their original boxes fetch the most moneyFree Lego given away in sales promotions can sometimes prove a sound investment. He says: ‘Promotional Lego gifts were often unique pieces – this gives them great value for collectors.
For example, a DVD for a Lego movie called Justice League came with a free ‘trickster’ minifigure that could not be bought in any other way. People were buying the film for £8 and then selling the Lego character for £20 – it was crazy.’ Website Republic66Media sells Lego magazines Bricks (£4.99 monthly) and Bricks Culture (£9.99 quarterly). Online trading website BrickLink offers a great place to buy and sell Lego – as well as providing information on price trends.The Brickish Association is a community group for Adult Fans of Lego. A ‘Brick 2015 Build for Lego fans’ show is being held at the ExCeL conference centre in East London from December 11 to 13. Tickets cost from £20. Adam points out that Lego sets in pristine condition and in their original boxes fetch the most money. But as long as all the pieces are there, you will still be able to sell other old Lego kits that have been played with. You might also strike it lucky with a sought-after Lego series.