You love Lego. You build with Lego. You might even talk about Lego more than you talk to your friends. So why not earn money from it? Enter the Lego affiliate program—a way to turn your passion for bricks into a stream of income. Whether you’re a blogger, YouTuber, or social media creator, this program can help you monetize your Lego content without selling your soul (or your minifigs).
Let’s break down how it works, what you can earn, and whether it’s actually worth your time.
What Is the Lego Affiliate Program?
The Lego affiliate program allows content creators to earn a commission for every sale they help drive to the official Lego website. You don’t need to be a tech genius or run a huge site. You just need an audience—and a link.
Here’s how it works:
- You apply to become a Lego affiliate.
- Once approved, you get access to trackable links and banners.
- You add those links to your blog, website, or social posts.
- When someone clicks and buys from Lego.com using your link, you earn money.
It’s Lego’s way of saying “thanks” for sending them a customer—without actually hiring you.
Where Do You Sign Up?
Lego doesn’t run the program in-house. It uses a third-party affiliate network called Rakuten Advertising. That’s where you’ll need to go to apply:
- Go to the Rakuten Advertising website.
- Create a free publisher account.
- Search for Lego in the advertiser list.
- Apply for the program.
Approval can take a few days, and Lego may look at your content to see if you’re a good fit. Hint: having Lego-related posts or a toy/lifestyle audience helps.
What’s the Commission Rate?
The Lego affiliate program pays 3% commission on qualifying purchases. That means:
- You sell a $100 Lego set = You earn $3
- You sell a $250 Lego Death Star = You earn $7.50
- You help someone complete their Hogwarts collection? More bricks, more bucks.
Now, 3% might not sound like a lot. But consider this: Lego products are often expensive, and buyers usually grab more than one set—especially during holidays or gift seasons. It adds up quickly if you’re driving decent traffic.
Cookie Duration: How Long Do You Get Credit for a Sale?
Lego offers a 7-day cookie window. That means if someone clicks your link but doesn’t buy right away, you’ll still earn a commission if they return and make a purchase within the next week.
Pro tip: If you time your content around major sales or launches, you can increase conversions during those 7 days.
What Kind of Creators Should Join?
Not every affiliate program fits every creator, but the Lego affiliate program is especially ideal for:
- Toy reviewers
- Parenting bloggers
- STEM education creators
- YouTubers and TikTokers who build, review, or customize Lego sets
- Instagrammers with family or hobbyist audiences
- Niche collectors with dedicated communities
If you’re already making Lego content (or plan to), adding affiliate links is a seamless next step.
Ideas for Promoting Lego Affiliate Links
1. Lego Set Reviews
Post in-depth reviews of the newest releases, complete with affiliate links to buy the set.
2. Holiday Gift Guides
Lego sets are gift gold. Add your links to themed gift guides for kids, adults, or collectors.
3. Build Tutorials
If you teach people how to build custom designs, link to the sets or bricks used in the tutorial.
4. Lego Deals Page
Update a blog page or email newsletter with the latest discounts or exclusive releases.
5. Social Media Stories and Reels
Unbox, build, or share fun facts—then drop your affiliate link with a swipe-up or “link in bio.”
Pros of the Lego Affiliate Program
- Trusted Brand: Lego sells itself. People recognize and trust the name.
- High Product Value: Sets aren’t cheap, which boosts commission potential.
- Fun to Promote: You’re selling joy in box form.
- Ongoing Releases: New sets = more content ideas = more clicks.
Cons to Consider
- Low Commission Rate: 3% isn’t high compared to other programs.
- Short Cookie Window: 7 days is decent, but shorter than some others.
- No Amazon Option: If your audience prefers Amazon, they may not convert on Lego.com.
- Application Required: Approval isn’t guaranteed—they do vet applicants.
How to Maximize Earnings
1. Create Evergreen Content
Build set reviews and tutorials that rank on Google and bring consistent traffic.
2. Use Clear Calls to Action
“Click here to buy this set” works better than vague links. Tell people what to do.
3. Leverage YouTube Descriptions
If you’re a video creator, the description box is prime real estate for affiliate links.
4. Add Bonus Value
Create PDFs, exclusive builds, or guides as free downloads when people buy through your link.
Is the Lego Affiliate Program Worth It?
If Lego is already part of your niche, absolutely. The program won’t make you rich overnight, but it’s a great way to monetize the content you’re already creating. You’ll earn passive income while doing what you love—and if you’re consistent, the numbers grow over time.
And let’s be honest: getting paid to geek out over Lego? That’s a win.
