Fnac is launching a new promotional offer today, allowing you to save 30% on the retail price of a small selection of LEGO products. The discount is visible directly on the product page; no code is needed at checkout or credit is applied to your membership account.

The selection, composed of products from the LEGO Star Wars, Speed ​​Champions, ICONS, BOTANICALS, Architecture, Minecraft and Technic ranges, is not incredibly extensive or comprehensive, but you might find something to fill the base of the Christmas tree a little more.

Update : The selection has been expanded to include numerous references. The operation will end on November 20, 2025.

DIRECT ACCESS TO THE OFFER ON FNAC.COM >>

This is the recurring theme on social media: LEGO should be wary of the rise of several other construction toy manufacturers who are already doing better and cheaper than the Billund-based brand. The battle has supposedly begun, and the balance of power is already almost entirely in favor of the third-party brands.

What's the real story? Should LEGO really be seriously worried about these competing brands gradually eating away at its market share? That's certainly what a segment of influencers and media outlets funded by brands like Lumibricks, Pantasy, and CADA would have us believe. I think about this regularly, so here are a few of my personal thoughts on the subject.

I want to make this clear for anyone who might be convinced that I am "sold out" to LEGO, but that doesn't mean you should absolutely reject these brands. If you want to try some of these products, especially if they offer creations or licenses that you feel are lacking at LEGO, go ahead and have fun and draw your own conclusions.

But let's be serious, I think it's not tomorrow that LEGO will feel seriously attacked in its own market by these third-party manufacturers, regardless of their efforts to disseminate a well-rehearsed message through a whole network of new "fans" of these brands who never fail to remind us that LEGO is probably resting a little too much on its laurels.

Yes, LEGO undoubtedly tends to take advantage of its dominant position in the construction toy market, and one can hardly blame them. What leading manufacturer in its field doesn't, at one time or another, benefit from its position to rest on its laurels and maximize its profit margins in the process?

From the outside, LEGO does not seem to me to be in a truly defensive position against the organized assault of third-party brands that rely on an entire ecosystem of influencers and media to try to prove that their products are at least as creative, cheaper and technically capable of competing with the benchmark manufacturer.

Bricks of acceptable quality, no stickers, lighting provided directly in the product at Lumibricks, original designs, polished packaging and even various and varied licenses such as Mazinger, Dragon Ball, Astro Boy, Ulysses 31 or The Little Prince and Sherlock Holmes at Pantasy, everything is in principle in place for LEGO to start to seriously worry.

However, in my opinion, LEGO still has several steps ahead of these manufacturers who have only recently become "brands": its legend, its leading licenses, its distribution network, its perceived and real value and above all its minifig.

Unlike, for example, the very young Lumibricks, which just a few months ago was marketing its products under the Funwhole brand and which may well change its name again in the coming years, LEGO has a past, a history. The Billund-based manufacturer never misses an opportunity to tell the story of the Danish carpenter who, after a fire, chose to abandon wooden toys and turn to plastic.

We can then add the intergenerational aspect of LEGO products, the passing down of the contents of a toy box between parents and their children, and the large dose of nostalgia created over more than 90 years of existence. LEGO also makes sure to celebrate every possible anniversary of its products with a large number of sets regularly released in homage to a particular range or universe.

To this historical notion, we can add another "legendary" characteristic of LEGO products: they are toys that educate and train children, and many parents are convinced that if their children have DUPLO and LEGO toys in their hands, they will certainly become engineers or astronauts because they once built a plastic crane on the living room rug. We haven't yet reached the stage where parents believe that little Kevin will become Thomas Pesquet because he got a Pantasy truck for Christmas.

Lumibricks, Pantasy, CADA, Mould King, and others haven't yet reached that level of real or idealized credibility. These brands aren't truly established at the moment, and they don't have much to say at this stage of their existence, except, for some, that they started by borrowing ideas from LEGO in an attempt to gain a foothold. They have recently broken free from their desire to closely follow the Danish manufacturer by trying to innovate, and this is quite convincing for some of them, with products that are often creative and original.

However, some of them continue to regularly imitate LEGO by sticking to very trendy topics such as... Modulars, Objects lifestyle or the BrickHeadz format to take advantage of the trend under the guise of offering a more economical or more creative "alternative".

Others, like Lepin (now Mould King), have stopped simply copying the most popular LEGO products to gain respectability, but there are still too many products that are merely low-end versions of licensed LEGO sets, and this confusion doesn't benefit new brands trying to establish themselves in the construction toy market: for many customers, anything not made by LEGO is counterfeit. LEGO obviously won't make any effort to confirm that anyone can produce bricks without risking a lawsuit, which is understandable.

LEGO holds numerous licenses, and the most prominent ones logically turn to the market leader in construction toys when it comes to marketing licensed products. Disney, The Pokémon Company, and Nintendo currently have no interest in allowing Chinese brands that have seemingly appeared out of nowhere to exploit their licenses, risking devaluation in the process, especially since sales volumes will never be what LEGO is capable of offering.

However, some franchises are trying their luck, such as Bird Studio, which recently granted the Dragon Ball license to Pantasy, but without "real" minifigs to offer fans, it will be difficult to compete with what LEGO could have produced on the subject.

Some third-party brands have chosen to rely on the work of independent creators who, in exchange for royalties, allow them to market their creations. Why not? There are some lovely things, but this pool of creations doesn't allow them to seriously compete in a market where LEGO is present everywhere: online, in its physical stores, and through a multitude of retailers.

LEGO also has a head start in terms of product valuation: in the minds of many customers, buying LEGO guarantees they can one day resell the set without losing money because the secondary market is strong. Demand for discontinued LEGO products is high, and the brand's prestige is such that customers are willing to pay more for a used product than a new one. This may seem anecdotal, but few brands can boast of seeing their older products valued to this extent. It's unlikely that discontinued Lumibricks or Pantasy products will resell at high prices anytime soon; there is currently no credible secondary market for these emerging brands.

LEGO also retains an advantage that almost guarantees it can keep its most serious competitors at bay: the minifigure. It's the gold standard for figurines, the benchmark design used for many years and collected by countless fans. Nearly every possible license has benefited from the format, and no third-party brand will be able to quickly eclipse this figurine, some examples of which reach astronomical prices on the secondary market, making it even more desirable and sought after.

The LEGO minifigure also has a history, a past, and a virtually dedicated market of collectors who resell the bricks from their sets to keep only the included characters. The minifigures offered by other manufacturers aren't bad, but most remain more or less credible variations of the original minifigure, loosely inspired by the format still legally protected by LEGO.

The years during which the market for counterfeit LEGO products rapidly grew have instilled in many potential customers the notion that copying is illegal but ultimately not so serious. It will take time for consumers to distinguish between manufacturers who comply with the law and regulations and those who simply sell copies of sets designed by LEGO. The confusion won't disappear overnight, given that the LEGO brand has become a generic term for brick-based construction toys. We've always said "I bought LEGO," but we haven't yet started saying "I bought Lumibricks" or "I bought Pantasy."

We hear everywhere that these alternative brands are also cheaper and offer better value for money. This isn't exactly a feat; they have no choice but to lower their pricing ambitions. They lack the prestige of the leading brand and can't afford to match the prices of the Billund-based manufacturer, even if Lumibricks, for example, is attempting a high-end positioning with relatively high prices on some items. But they still need to convince customers to spend €200 at Lumibricks for a product that will be worth virtually nothing on resale, instead of €300 at LEGO for a set that will resell for at least its purchase price in a few years.

Competition is often a good thing; it pushes leaders to question themselves and challengers to constantly improve in order to compete. But we're not there yet in this case. In my opinion, it will take time and significant effort for third-party brands to truly push LEGO to its limits. This could happen a little faster if established, long-standing brands enter the market, as is currently the case with Mattel and its Mattel Brick Shop products. However, LEGO has extraordinary marketing resources that stifle the market, and it will take a lot of effort to exist even in the shadow of the Billund-based manufacturer.

Don't put too much stock in what TikTok, YouTube or Instagram are currently feeding you via your favorite influencers; the brand war hasn't started yet. Those who promote these free products still buy LEGO products for their personal collections, and LEGO currently maintains absolute control of the construction toy market as well as its own secondary market, particularly since the acquisition of Bricklink.

Like many of you, I don't want to resign myself to turning to these third-party brands, even though I dream of seeing LEGO sometimes question itself creatively and readjust its pricing policy to compete with real competition, but unfortunately that's not going to happen tomorrow.

Again, this isn't about disparaging third-party brands that are following in LEGO's footsteps and trying something in a difficult market. It's simply about putting into perspective a discourse that's very popular right now but, in my opinion, a little too optimistic. Time will tell if these brands, which are currently spending a lot of money trying to carve out a niche for themselves, will survive long enough to build a solid image and be able to challenge LEGO's dominance.

E-Leclerc is launching a new promotional offer with an immediate 25% discount in the form of a credit on your loyalty card, allowing you to enjoy a selection of LEGO products at discounted prices. The selection is relatively limited but quite appealing, featuring sets from the LEGO Star Wars, Marvel, Fortnite, Speed ​​Champions, Botanicals, and Disney ranges. The offer is valid until November 15, 2025.

For those who don't know yet, E.Leclerc Tickets are cumulative vouchers that you can collect every day thanks to your E.Leclerc card and as soon as you purchase a reported product. When you check out or make online payments and upon presentation of your E.Leclerc card, your E.Leclerc Tickets will be automatically credited to your loyalty card.

DIRECT ACCESS TO THE OFFER AT E-LECLERC >>

Amazon is responding to Cdiscount by launching its own promotional offer: 50% off the second LEGO product purchased. The selection is limited but quite interesting, and it changes throughout the offer period, featuring LEGO Harry Potter, Marvel, Star Wars, ICONS, DC, Creator, Sonic, Jurassic World, and Animal Crossing.

To take advantage of this offer, simply add two LEGO products from the selection to your cart; the discount will be applied automatically. Please note that this offer only applies to products sold directly by Amazon. The discount percentage will be applied, as usual, to the lower-priced item.

Amazon states that the offer is theoretically valid until December 13, 2025, but this is unlikely to be the case. If any of the products on the list interest you, don't delay too long.

DIRECT ACCESS TO THE OFFER AT AMAZON >>

Discount -20%

LEGO Creator 3in1 31109 Pirate Ship

129.99 € 104.62 €

BUY

Discount -43%

LEGO DC Batman: Batman with the Batmobile vs. Harry Potter

59.99 € 34.29 €

BUY

Discount -27%

LEGO Harry Potter Hagrid's Hut: A Visit

74.99 € 54.88 €

BUY

Discount -15%

LEGO | Disney and Pixar Wall-E and Eve - Cons Set

69.99 € 59.71 €

BUY

Discount -29%

LEGO Star Wars 75337 The At-Te Walker - Co

139.99 € 98.88 €

BUY

Discount -22%

LEGO Creator 3in1 31167 Haunted Mansion

89.99 € 69.99 €

BUY

The usual promotional operation is back at Cdiscount and the retailer is therefore launching a new offer today using the classic mechanism with 50% off the 2nd LEGO product purchased from a selection of nearly 500 items in many ranges.

If you order two LEGO products eligible for the offer from the selection offered and use the code LEGOBLACK in the cart before proceeding to payment, the cheapest product therefore benefits from the promised discount. In the best case scenario, you can benefit from a 25% discount on your entire order. At the time of writing, it is possible to order the same product twice.

As usual with Cdiscount, the offer is valid...while it lasts. Don't wait too long if any products interest you; we know these kinds of offers rarely last the advertised time and almost never exceed 24 hours.

DIRECT ACCESS TO THE OFFER AT CDISCOUNT >>

You love fish but you don't want to spend €450 on the large aquarium from the LEGO ICONS set 10366 Tropical Aquarium ?

Please note that you will still be able to add a small LEGO aquarium to your collection during Black Friday 2025 thanks to the LEGO reference number. 5009626 FishtankThis small 150-piece set, now available on the official store, will be an Insider reward requiring the exchange of 2400 points, equivalent to approximately €16 in value.

As announced by LEGO, the LEGO ICONS set 10366 Tropical Aquarium is now available as an Insiders preview on the official online store.

To thank everyone who purchases this large 4154-piece set, sold at the retail price of €449,99 before November 19th, LEGO is including a copy of the promotional set with each order. 5009823 Fish Tank Filter & Fish Food (177 rooms).

It's up to you.

10366 TROPICAL AQUARIUM ON THE LEGO SHOP >>

We're wrapping up our tour of the 2025 LEGO Advent calendars with a quick look at the contents of the LEGO CITY set. 60475 Advent Calendar 2025, a box of 186 pieces which is available on the official online store since September 1, 2025 at the public price of €26,99.

I won't elaborate, this calendar is much better than the Disney and Friends versions, with the added bonus of far fewer pieces.

Indeed, this offers a nice assortment of figurines including Santa Claus and Mrs. Claus, three costumed characters, a Christmas tree, a reindeer, and a polar bear, allowing younger children to start building a collection while awaiting the availability of the series of 12 collectible minifigures dedicated to this theme, scheduled for early 2026.71051 Collectible Minifigures Series 28), two characters with their (not so) ugly Christmas sweaters, one with the Classic Space logo, an alien in a spacesuit, a teddy bear, a dog and a cat.

It's dense, varied, and all these figurines fill 10 squares of the calendar. That's already very good considering that the remaining 14 squares are filled with mini-constructions, mainly representing toys, and some of them are quite well done.

Forget the classic skateboard or the simple crate with the cat, and instead appreciate the LEGO transport truck, the remote-controlled buggy, the scooter, the party train, the bulldozer, or even the drone and the tractor. These miniature toys are mostly well-designed, and there's a bit of building involved in most of the sets—enough to keep children occupied for a few minutes each day.

It's safe to say that the content of this product is far more balanced and appealing than that of the Friends and Disney versions. There are some nice minifigures, the holiday theme is cleverly used with cute ugly sweaters and a very appropriate Christmas tree costume, and the included costumes are perfectly fitting.

If I were (much) younger and I unpacked this product one box per day, I wouldn't be jumping for joy every day, but I would feel like I hadn't been ripped off when I carefully put the figurines away in my toy box.

This product is currently available for approximately €23 at CdiscountThis is the best price available right now. As a bonus, the store is currently offering a special deal on Advent calendars: 10% off instantly on purchases of €30 or more with the code 10AVENT30Amazon does not currently have this product in stock, and marketplace sellers are having a field day.

It will likely be possible to find it cheaper in a few weeks, but beware of stock shortages, which are sure to occur. A product like this is currently finding its audience very easily, and that's not surprising: its content has plenty to satisfy both younger and adult fans.

LEGO CITY 60475 Advent Calendar 2025

35.47 €

BUY

Note: The product shown here, provided by LEGO, is as usual involved. Deadline fixed at November 23, 2025 at 23:59 p.m. Simply post a comment below the article to participate.