TL;DR
Target has launched new LEGO Super Mario deals ahead of Amazon Prime Day 2026, and Amazon has matched those prices across multiple sets. This is the first major coordinated discount event for the LEGO Super Mario line this year, offering up to 30% off key expansion sets and starter courses just as Prime Day officially begins on Wednesday, June 24.
What Happened
Target fired the opening salvo on Monday, June 22, by discounting a dozen LEGO Super Mario sets by 20–30%, and Amazon responded within hours by price-matching every single deal — setting up a direct price war just 24 hours before Prime Day 2026 officially starts. The matched deals include the LEGO Super Mario 64 ? Block (set 71395) at $149.99, down from $199.99, and the Adventures with Luigi Starter Course (set 71387) at $44.99, down from $59.99.
Key Facts
- Target launched the discounts on Monday, June 22, and Amazon matched all prices by Tuesday, June 23 — the day before Prime Day officially begins.
- The LEGO Super Mario 64 ? Block (set 71395) is the marquee deal at $149.99, a 25% discount from its $199.99 retail price.
- The Adventures with Luigi Starter Course (set 71387) dropped to $44.99, saving buyers $15 from the $59.99 MSRP.
- The Bowser's Airship expansion (set 71391) is now $79.99, down from $99.99 — a 20% reduction.
- Amazon Prime Day 2026 runs from Wednesday, June 24, through Friday, June 26, with early access deals already live as of June 23.
- This marks the first major coordinated discount event for the LEGO Super Mario line in 2026, following a quiet first half of the year for the theme.
- The deals are available to all shoppers at Target, while Amazon requires an active Prime membership ($14.99/month or $139/year) to access the matched prices.
Breaking It Down
The LEGO Super Mario 64 ? Block at $149.99 represents the deepest discount on that set since its launch in October 2021 — a 25% cut that brings it within $50 of its all-time low of $129.99 during Black Friday 2024.
The price matching between Target and Amazon is not accidental. Retailers have learned that consumers now price-check across platforms in real time, and failing to match a competitor's deal during a major shopping event like Prime Day means losing sales entirely. Target's decision to launch these deals a full 48 hours before Prime Day's official start is a tactical move: it forces Amazon to either match immediately — which it did — or look uncompetitive on the eve of its own flagship event. For consumers, this means the best prices on LEGO Super Mario sets are available now, not on Prime Day itself.
The deal selection reveals a clear strategy: Target and Amazon are focusing on higher-priced, higher-margin sets rather than the $9.99 character packs. The $199.99 ? Block set and the $99.99 Bowser's Airship generate far more revenue per unit than small blind-box figures, and the 20–25% discounts are large enough to drive purchase decisions but not so deep that they erode profitability. This is a calculated play to move premium inventory during a period when families are looking for summer entertainment purchases.
The LEGO Super Mario theme itself has been a commercial success for LEGO since its 2020 launch, blending physical brick-building with digital gameplay via the interactive Mario, Luigi, and Peach figures. However, the line has seen slower new-set releases in 2026 compared to its peak in 2022–2023, when LEGO was releasing 8–10 new Super Mario sets per year. The current discounting suggests retailers are clearing shelf space for a potential fall 2026 refresh of the product line.
What Comes Next
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Prime Day officially starts Wednesday, June 24 — expect additional LEGO Super Mario deals to appear, potentially on smaller sets and character packs that have not yet been discounted. Amazon typically rotates "Lightning Deals" every 4–6 hours during Prime Day.
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Target may extend its deals through Friday, June 26 to match Prime Day's full duration. Target has historically run "Target Circle Week" promotions in parallel with Prime Day, and the current LEGO deals could be part of a broader event announced later this week.
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LEGO is expected to announce its fall 2026 Super Mario lineup in August at the annual LEGO Fan Media Days. Retailers discounting current inventory now strongly suggests new sets are coming, with possible themes around a new Mario game release or a Super Mario movie sequel tie-in.
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Walmart and Best Buy may enter the price-matching war within 48 hours. Both retailers have historically matched Amazon Prime Day deals on LEGO products, and Walmart's "Deals for Days" event typically overlaps with Prime Day.
The Bigger Picture
This story sits at the intersection of retail price-matching dynamics and licensed toy lifecycle management. The real-time price matching between Target and Amazon — occurring within hours, not days — reflects a retail environment where consumers have zero tolerance for paying more at one store than another. Retailers have abandoned the old model of "wait and see" and now deploy automated pricing algorithms that scan competitors' websites constantly. For LEGO specifically, this means the days of exclusive, retailer-specific LEGO deals are largely over; any discount at Target is effectively a discount at Amazon within a few hours.
The LEGO Super Mario line also illustrates the seasonality of licensed construction toys. Unlike evergreen LEGO themes like City or Classic, licensed themes tied to video games and movies have clear product lifecycles tied to media releases. With no major new Mario game announced for 2026, retailers are discounting existing inventory rather than expecting holiday demand to clear it. This pattern — discounting licensed LEGO sets 18–24 months after their initial release — is consistent with how LEGO has managed its Harry Potter, Star Wars, and Marvel lines in previous years.
Key Takeaways
- Price war confirmed: Target launched LEGO Super Mario deals on June 22, and Amazon matched every price within 24 hours, making the deals available to Prime members starting June 23.
- Best deal on the ? Block: The LEGO Super Mario 64 ? Block at $149.99 is the standout discount at 25% off, its lowest price since Black Friday 2024.
- No Prime required at Target: Target's deals are available to all shoppers with no membership fee, while Amazon requires a $139/year Prime subscription to access matched prices.
- Fall 2026 new sets likely: The aggressive discounting of current inventory strongly suggests LEGO will announce new Super Mario sets in August, making room on retail shelves.
