LEGO Ninjago 10th Anniversary BrickHeadz (40490) Purchase-with-Purchase Concept – Good or Bad?

If you didn’t see the June 2021 LEGO Store Calendar yet, LEGO will be doing a new kind of promotion for the new LEGO Ninjago 10th Anniversary BrickHeadz (40490). Instead of the usual gift-with-purchase, they will be trying out a new purchase-with-purchase promotion for it and in this case, the set will be $10 with a purchase of $85 in Ninjago products, in-store only.

I can already see some issues with it. The main thing being the in-store only one. There are still a lot of people who don’t have a LEGO Brand Store or Discovery Center near them and will probably have to resort to the secondary market. There are also those who don’t want to go to a store because of the hassle. Another problem I see with the promotion is mostly for hardcore Ninjago fans who have collected every set. To get it, they’ll have to shell out $85 to purchase a set that they already have just to get the promo. The other side of the coin is that you can probably just keep it sealed for a few years and resell it after.

I have seen a mixed bag for the actual purchase-with-purchase concept. Some people like it because it gives fans who want the extra to get it and it ensures that the promo item doesn’t run out as fast as some previous ones. There are also comments that say it’s a money grab which it kind of is. The set is stated to be $29.99 in the T&Cs, so $10 for it isn’t too bad since you’re saving $20 on it if you’re already buying it.

Keep in mind that this will be the first time LEGO is trying the purchase-with-purchase concept so we’ll see if they continue to do it in the future, perhaps on the LEGO Shop as well and not just in-stores. What are your thoughts on it? Do you like it, do you not like it? Let us know below.