Manufacturers Suggested Retail Price

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The Manufacturers Suggested Retail Price (MSRP) is the retail price suggested by The LEGO Company to their resellers and the regular price charged for LEGO sets and other products sold directly to consumers through the LEGO stores, mail-order catalogs and online store.

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Controversies

Differential pricing

Many adult fans have observed that the MSRP is significantly different for the United States versus all other countries. This includes a standard 25-30% mark-up over prices in Canada which is served from the same manufacturing and distribution facilities as the US market.

Recommendation Only

While the MSRP is widely quoted and advertised in the United States some retailers in that country choose to sell at prices higher than MSRP. There is speculation that this may be a marketing ploy on the part of retailers to make their frequent sales appear to offer more deeply discounted prices.

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