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A chocolate factory, a golden ticket, and some bricks. Sounds familiar? LEGO® just dropped a sweepstakes that mashes Roald Dahl nostalgia with brick-collector adrenaline. You don’t need to eat through candy bars for this one. Just be a LEGO® Insider.
The Prize That Sparkles
Winners won’t just get the LEGO® Ideas Willy Wonka & the Chocolate Factory (21360), the dreamlike set dripping with chocolate-river whimsy. They’ll also snag a $1000 golden e-gift card. That’s serious buying power. For context, the set itself retails for €206 / $219.99 / £178 / 332 AUD / 1549 DKK / 2379 SEK / 899 PLN / 1249 BRL. With a thousand bucks on top, your backlog could explode.
How It Works
Every Insiders member automatically gets one entry. No hoops, no fine print scavenger hunt. Five lucky names will be pulled, and the sweepstakes closes on October 15, 2025. If you live in Canada (excluding Quebec), Denmark, Estonia, France (excluding Monaco and overseas territories), Germany (excluding Heligoland), Norway, Switzerland, Slovakia, Sweden, the UK, or the US, you’re in the pool.
A Wink at Pop Culture
The whole setup leans into Wonka mythos without the sugar crash. Golden ticket. Secret prize. Limited winners. It’s clever brand theater. LEGO® isn’t just giving away plastic bricks, it’s staging its own Dahl-esque moment for adults who once begged for candy and now hoard sets in glass cabinets.
Why It Matters
This isn’t about five winners. It’s about building hype around LEGO® Ideas 21360 Willy Wonka & the Chocolate Factory and keeping Insiders logged in. It’s scarcity with a side of spectacle. A golden ticket isn’t just a prize, it’s a story. And stories keep communities buzzing long after the promo ends.
Will you chase it? Or just watch as others unwrap their digital chocolate bars?
