The short version
This site contains affiliate links. When you click one and buy something, the retailer pays me a small commission. The price you pay is exactly the same. I only recommend sets I've personally bought, built, and would buy again.
What's an affiliate link?
An affiliate link is a regular URL with a tracking parameter that tells the retailer "this customer came from The LEGO King." If you make a purchase within their cookie window (usually 7 days for LEGO, 24 hours for Amazon), I earn a percentage of the sale.
This costs you nothing. The price you see at checkout is the same price as if you'd typed the URL directly.
Programs we participate in
- LEGO Affiliate Program (operated by Rakuten LinkShare)
- Amazon Associates
- Walmart Affiliate (via Impact)
- Target Affiliate (via Impact)
- Other LEGO-adjacent retailer programs may be added over time. They'll be disclosed here when they are.
Editorial independence
Affiliate revenue does not influence reviews. Specifically:
- I don't accept free sets in exchange for positive reviews.
- I don't run sponsored posts disguised as reviews. Sponsored content (if and when any exists) is clearly labeled as sponsored.
- My ratings reflect my honest experience. If a flagship set is overpriced, I say so — even though the commission on it would be large.
- I have no business relationship with the LEGO Group beyond the standard public affiliate program any reviewer can apply to.
Other revenue
The site may also earn from:
- Display ads (if and when added; they'd be from a network like Mediavine or Ezoic).
- Sponsored content, if a brand pays for a clearly-labeled feature. The labeling rules above apply.
- Direct partnerships with retailers — clearly disclosed where they appear.
FTC compliance
This site complies with FTC guidelines for affiliate marketing. Affiliate links are marked with the standard rel="sponsored" attribute, and disclosures appear on every page that contains them.
Trademark
LEGO® and the LEGO logo are trademarks of the LEGO Group, which does not sponsor, authorize, or endorse this site.