There are two major LEGO release days per year. January is the first. 1 August is the second, and in sheer volume it often surpasses the January wave. Dozens of sets across all major theme lines go live at LEGO.com on a single day. That makes it the most hectic buying moment of the second half of the year, and one you should be preparing for in July, not scrambling on the day itself.
Practical planning: what should you do with this month?
Release months are tricky because every set briefly feels important. Split the list before prices start moving: sets you want to build immediately, and sets you only want at the right price. Buy the first group on availability; track the second group with a price alert.
| Moment | Action | Why |
|---|---|---|
| Before release | Make a shortlist of no more than three sets | It stops the whole wave feeling urgent |
| First week | Check stock before price | Popular sets move on availability first |
| After 3-6 weeks | Set alerts at 10-15% under RRP | That is when retailer gaps usually start |
| Around promotion weeks | Compare against historical low | A promotion only matters if it beats the normal pattern |
My rule: buy on day one only if you genuinely want to build it in the first week or need it as a gift. Everything else can wait for the first measurable price move.
Why 1 August is different from other launches
LEGO deliberately coordinates August as one big day. The practical consequences:
- LEGO.com pre-orders for Insider members typically open two to three weeks earlier, in the second half of July.
- Retailers receive stock on 1 August but process it with a delay. Amazon.nl and Bol.com are generally fully stocked by 3–5 August. Physical stores like Intertoys may not have popular sets on the shelf until week 2 or 3 of August.
- Popular sets sell out at LEGO.com quickly on launch day. Pre-order is the safest route.
If you want a specific set, act before 1 August, not after.
What releases per theme
Based on August waves from recent years:
| Theme | Expected sets | Watch out for |
|---|---|---|
| Star Wars | 10–15 | Possible UCS flagship; sells out fast |
| Icons | 2–4 | Possible new modular building; buy immediately |
| City | 3–5 | Wave 2 continuing January theme; broad stock |
| Marvel | 5–10 | Film and Disney+ tie-ins; variable popularity |
| Friends | 3–5 | Autumn-focused sets; no rush |
| Ninjago | 3–5 | New season theme typically here |
| Technic | 2–4 | Possible F1 update |
| Botanicals | 1–2 | Autumn plants; take your time |
Strategy per buyer type
Star Wars or Icons collector: this is your moment. Pre-order in July via LEGO Insider. Don’t wait for 1 August itself; pre-orders guarantee stock and Insider points. Star Wars UCS flagships have historically sold out or gone into wait-lists within weeks at LEGO.com.
Gift buyer for Sinterklaas or Christmas: buy in week 2–3 of August when retailers have broad stock. Prefer Amazon.nl or Bol.com over LEGO.com if you have no urgency: those retailers sometimes deliver a day faster and sit closer to RRP for non-exclusive sets.
Price drop waiter: don’t buy anything in August. October–November is your window. Expect 30–35 percent below RRP on specific flagships at Black Friday. But note: popular sets are sometimes sold out by then.
January wave buyer: August is a good moment. Retailers are clearing Q1 stock to make room for new sets. Expect 15–25 percent below RRP on City Lava Land, Friends Grand Hotel and comparable sets.
What to avoid in August
Two misjudgements I see every year:
- Waiting for a price drop on a popular UCS set. The wait can cost you more than the few percent you’d save. If you genuinely want the set, buy at launch.
- Ordering an August set that’s in pre-order with no confirmed delivery date. LEGO.com sometimes shows pre-orders without a confirmed ship date. Check the delivery date before ordering.
Advent calendars don’t appear until September–October. Don’t look for them in August.
The quiet buying opportunity: January wave in August
This is the least discussed aspect of August. While everyone focuses on new releases, sets from January drop noticeably in price. Amazon.nl has historically had the sharpest drops. If you’ve deferred a Q1 set until now, this is the point where the price-to-value ratio is best before Black Friday.
After August, those sets never return to RRP. The movement is downward toward Black Friday floor prices.
Follow announcements in July
LEGO publishes official press releases per theme in July–August via the LEGO Newsroom. For live updates on release dates and retailer availability: follow the theme pages on BricksDeal.
Price data based on historical August waves. Current retail prices are shown live on the theme pages.
Sets to shortlist first
Large August sets where availability matters first and price alerts come later.
Best for each buyer type
For the 1 August wave, sort by urgency first: launch-day buys, gift deadlines and sets that can wait.
The Mandalorian's N-1 Starfighter
The Mandalorian's N-1 Starfighter is a launch-wave priority: check availability on 1 August, then wait unless stock starts moving.
Volvo EC500 Hybrid Excavator
Volvo EC500 Hybrid Excavator needs an early decision only if the gift deadline is fixed; otherwise the first price drop can wait.
Toy Story Slinky Dog Bookends
Toy Story Slinky Dog Bookends is the display shortlist item, but launch-week pricing is rarely the best price of the year.
Heartlake City Grand Hotel
Set an alert for Heartlake City Grand Hotel after launch day; October and November are usually the better test.
Before, on, or after 1 August, which window is yours?
The 1 August wave has three distinct buying windows depending on the set type. Getting the timing wrong on the wrong set ends up costing more.
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Before 1 August
Pre-order via Insider
UCS Star Wars and Icons modulars: pre-order in the second half of July through LEGO Insider: those sets sometimes sell out on launch day itself.
-
On 1 August
Broad range, check retailers
City, Friends and smaller Marvel sets are broadly available; check Amazon.nl and Bol.com alongside LEGO.com for the sharpest price on the day.
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After 1 August
Wait for October–November
Sets without stock risk only drop meaningfully around Black Friday: buying at RRP in August is the most expensive route for that category.
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Hyped set, unclear delivery date
Check the delivery date first
Pre-orders without a confirmed ship date at LEGO.com carry real risk; verify the delivery window is acceptable before you order.