Own brand Clippys: Lidl brings Lego alternative at a bargain price
17/1/2022
Translation: machine translated
The discount giant Lidl is attacking Lego. In the online store, you can buy sets at a fraction of the prices that Lego charges for similar sets. The only catch is that the Clippys are currently only available in Germany.
Lidl is now even more aggressively involved in the market for terminal blocks. In the online store in Germany, new sets such as a fire station and a police station or a passenger train and a freight train have recently been added. With these, Lidl is targeting Lego's City series. However, the sets from the market leader are significantly more expensive than the Lidl imitation products, which are available for 23 euros and 37 euros. For example, the Lego passenger train costs well over 100 euros or francs, and the freight train is even more expensive. And the buildings are also more expensive at Lego.
The Playtive Clippys sets caused a real storm of enthusiasm among the "Heroes of the Bricks", who regularly reaches hundreds of thousands on his YouTube channel and has been criticizing Lego's product policy, some of it harshly, for years.
Currently, the Clippy sets are sold out or poorly available in the German Lidl online store. In Switzerland, the sets are not yet available.
The Playtive Clippys increase the selection of alternatives to Lego. Lidl is not only fighting the battle against the market leader, but also against manufacturers such as Bluebrixx, Modbrix, Cobi, Xingbao, Mould King and Lepin. All of these companies offer plastic injected building blocks that are compatible with the Lego original.
Lego's patent on the principle of clamping bricks expired a few years ago. Since then, Lego still has a patent on the 3D brand of Lego figures. In addition, the Danish company is legally defending itself against sets that are too similar to its own. In particular, a case against manufacturer Lepin had caused a stir in the past.
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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