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Lego: old bricks are better than gold bricks

Shrewd licensing, smart marketing and strict quality control are key to the group’s success

Lego proliferates in many family homes. It clogs vacuum cleaners. It accumulates in drifts in dusty corners. It causes excruciating pain to unwary adults who step on it barefoot.

Take heart, weary parent, as you shell out £130 for a Hogwarts Chamber of Secrets set for your kid. Those little plastic bricks could also be a valuable asset.

Lego toys are a better investment than gold, according to researchers from Moscow’s Higher School of Economics. The yellow metal and the stock market suffer from price volatility. “Retired” Lego sets may be more stable and can appreciate faster. Their value rose by an annual average of 11 per cent over 28 years, apparently.

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