About Lego.com

The LEGO Group is one of the world’s most iconic and respected brands. Founded in 1932 in Denmark, the company is built around the “LEGO brick,” a simple building block that has inspired generations of children and adults to build, create, and imagine.

Today, Lego.com is more than just a toy store; it is a massive e-commerce hub featuring exclusive sets, licensed themes (like Star Wars, Marvel, and Harry Potter), and “LEGO Icons” designed specifically for the adult market (AFOLs – Adult Fans of LEGO).

Disclaimer
Affiliate program terms can change frequently. The figures below are based on general information and may vary based on specific campaigns or affiliate tiers.

Lego.com Affiliate Program Overview

The LEGO affiliate program allows content creators and website owners to earn commissions by promoting authentic LEGO products. Because it is a high-demand, high-trust brand, it is a popular choice for those in the parenting, hobbyist, and collector niches.

Feature Details
Industry Toys, Hobbies, & Education
Product Type Physical Goods (Building sets, merchandise, home decor)
Affiliate Program Type CPS (Cost Per Sale)

Lego.com Affiliate Program Offers

LEGO is protective of its brand image, so the program focuses on high-quality, family-friendly content. They provide affiliates with regular updates on new product launches and seasonal promotions.

Feature Details
Promotional Materials Banners, text links, product data feeds, and newsletters
Affiliate Cookie Duration 7 Days
Accepted Traffic Source Content sites, blogs, social media, loyalty/reward sites (subject to approval)
Accepted Countries Global (Major focus on US, UK, Canada, and EU)
Explicit Content Strictly Prohibited
Religious or Political Content Strictly Prohibited

Lego.com Affiliate Commissions & Payments

While the commission rate is lower than some digital products, the high conversion rate and high average order value (especially for collector sets) make it lucrative.

Feature Details
MLM (Multi-Level Marketing) No
Commission Rate Typically 3% (Can vary by region or performance)
Commission Structure Single-tier (Earn on the direct sale)
Payout Frequency Monthly (usually Net 30 or Net 60)
Payout Methods Direct Deposit, Check, Wire Transfer (via network)
Minimum Payout Depends on the network (typically $50)

Suitable Affiliates for Lego.com Affiliate

This program is highly versatile but works best for those who can showcase the visual appeal of the products.

  • Bloggers: Specifically those in the parenting, lifestyle, or “geek culture” niches.
  • TikTokers: Great for “ASMR” building videos and quick set reveals.
  • KOC (Key Opinion Consumers): Real users who share their building experiences and home displays.
  • KOL / Influencers: High-profile builders or lifestyle influencers who integrate LEGO into home decor.
  • YouTubers: Ideal for long-form reviews, “Speed Builds,” and investment advice for collectors.
  • Video Editors: Stop-motion animators (Brickfilms) who use LEGO as their medium.
  • Livestreamers: Creators who build massive sets live on platforms like Twitch or YouTube.

Lego.com Affiliate Software

Lego.com does not use in-house software to manage its program. Instead, they partner with major global affiliate networks to handle tracking, reporting, and payments.

  • Primary Network: Rakuten Advertising (formerly LinkShare).
  • In some regions, they may also be available via Impact or Adtraction.

3 Alternatives for Lego.com Affiliate Program

If the 7-day cookie or 3% commission is too restrictive, many affiliates supplement their income with these alternatives.

Comparison Factor LEGO.com Amazon Associates Mattel Target
Average Bill $80 – $150 $50 – $100 $40 – $80 $60 – $120
Entry Fees $0 (Free) $0 (Free) $0 (Free) $0 (Free)
Withdrawal Threshold $50 $10 $50 $50
Payment Frequency Monthly Monthly (60 days) Monthly Monthly
Commission ~3% 3% (Toys) 4% – 6% 1% – 8%
Conversion High (Brand Loyalty) Very High (One-click) Moderate High
Marketing Materials Excellent (Exclusive) Standard Good Promotional