Lego’s capturing the Valentine’s Day market – here’s how
9/2/2026
Translation: Katherine Martin
Fancy a bunch of tulips from Amsterdam? Or should I say a bouquet from Billund? Toy manufacturer Lego is gaining a foothold in the Valentine’s Day market with its Botanicals sets. And it’s going about it in a pretty clever way.
Perhaps you and your other half have just coupled up. Perhaps you’ve been together for ages. Whatever your situation, there’s no getting around buying your significant other a gift on Valentine’s Day. If you’re unsure what to go for, flowers or chocolates tend to be considered safe bets. Much to the delight of florists and chocolatiers.
While roses are many people’s first choice, tulips symbolise love too. In fact, the darker the colour, the stronger the giver’s affection. At least according to floral interpretation guides (link in German) and those all-knowing AI chatbots.
The one thing all flowers have in common? They start to wither after a few days. Unless they’re made of Lego, that is. (Or, of course, if they’re dried bouquets or artificial flowers.) Lego added buildable floral arrangements made of hundreds of blocks to its range in 2021. Named Botanicals, the collection is probably one of the biggest successes in the toy manufacturer’s history.
Lego doesn’t usually reveal sales figures for its individual products or collections. However, since Botanicals launched with just two sets in 2021, there’s now a whole bunch of new ones. At the time of writing, there are probably more than 40 available. US market researcher Circana reported that Lego Botanicals was the top gaining property in the global toy industry in 2024, even eclipsing Pokemon toys in the same rankings.
And sure, Galaxus might well be behind the success of floral sets. Let’s face it, our magazine articles do regularly cover Lego’s latest offerings.
That being said, our market power and influence is pretty modest. Lego might just have tapped into the zeitgeist. Plus, I imagine the influencers – most of whom are women – sharing their Lego bouquet awakenings on social media in droves won’t hurt its sales figures either.
There are a few celebrity endorsements driving sales upwards too, including an established collaboration between Lego and Sophie-Ellis Bextor. The British singer-songwriter has appeared in an Instagram video posing in front of an entire wall of brightly coloured Lego flowers.
From the Migros brochure to Munich
Lego’s well-oiled marketing machine has been churning out other successes too. Migros’ weekly brochure recently featured a double-page spread of Valentine’s Day offers. As you’d expect, Florissimo flower bouquets made an appearance – but so did Lego Botanicals.
In Munich, Lego’s onslaught against the real flower business is all the more evident. The company’s opened a pop-up store for the Botanicals collection at the «Viktualienmarkt», the time-honoured open-air market in the heart of the city. Even Bavaria’s largest radio station, «Antenne Bayern», has been gushing over Lego’s marketing stunt on its website (page in German). According to the broadcaster, we should forget shrivelled-up bouquets and embrace the joys of «unusual flower shopping» instead. It goes on to encourage readers to buy «long-lasting, creative flower sets» that are «guaranteed to put a smile on people’s faces». If you ask me, that’s advertising – even though it’s not marked as such.
Source: Lego
The pop-up concept seems to be paying off for Lego. There’s been a number of similar projects already, including last year’s Lego Botanicals workshops, in New York and the Insta-perfect backdrop containing thousands of plastic flowers set up in a shopping centre in Kuala Lumpur.
All of this is having an impact. And its affecting Galaxus too. One of my colleagues in the Category Management team has pulled together a few figures for me from the first quarter of 2025. These reveal we sold twice as many Lego flower sets in February as we did in January or March, clearly indicating that plenty of customers consider building sets to be a good Valentine’s gift.
I mean, maybe divvying up brightly coloured building blocks between you and your other half, then piecing a bouquet of flowers together as a team would be a romantic idea. Wouldn’t it?
Flowers for Valentine's Day
What do you usually give your loved one on Valentine’s Day?
By now, you might just be feeling inspired enough to browse our range of Lego flower sets. Feel free to drop your own recommendations in the comments too.
Header image: Shutterstock
Martin Jungfer
Head of Content
Martin.Jungfer@digitecgalaxus.chJournalist since 1997. Stopovers in Franconia (or the Franken region), Lake Constance, Obwalden, Nidwalden and Zurich. Father since 2014. Expert in editorial organisation and motivation. Focus on sustainability, home office tools, beautiful things for the home, creative toys and sports equipment.
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