Rare LEGO Promo Minifigures Have Been Listed for Auction

Heritage Auctions has listed a pair of exclusive 2012 New York Toy Fair LEGO figures with a starting bid of $1,000.

Updated on Oct. 2, 2026 in Collecting

Bold vector editorial illustration of two plastic building-block minifigures standing on a neutral pedestal, highlighting the collectible nature of the items. — Heritage Auctions has opened bidding on a rare pair of 2012 promotional LEGO minifigures, with the auction set to run for three more weeks. AI Illustration. Upload story photo >

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Heritage Auctions has opened bidding on a rare pair of promotional Iron Man and Captain America LEGO minifigures. These items were originally distributed in a limited production run of 125 units at the 2012 New York Toy Fair.

Why it matters

The extreme scarcity of these 125 promotional figures drives high demand among collectors. Their unique design features, which differ from standard retail versions, further contribute to their status as high-value hobbyist items.

Only 125 sets of these promo minifigures were produced for the 2012 New York Toy Fair. They are distinguished from retail counterparts by specific helmet printing, shield designs, and facial expressions.

The players

Heritage Auctions

Heritage Auctions is a multinational auction house that specializes in collectibles, rare items, and fine art.

LEGO

LEGO is a global toy company famous for its interlocking plastic brick construction sets.

The details

The minifigures were originally released to promote the LEGO Avengers product line and were distributed on custom card backs. The ongoing auction through Heritage Auctions allows collectors to bid on the set of two figures, with 23 days of bidding remaining.

The 125 promotional minifigures were distributed at the 2012 New York Toy Fair.
Heritage Auctions listed the minifigures for sale in October 2026.
Bidding for the auction remains open for 23 days from October 2, 2026.

Culture Shift

This auction highlights the broader trend of rising valuations for limited-edition promotional toys within the secondary market. It reflects a growing shift where mass-produced childhood items are treated as scarce, investment-grade assets by adult collectors.

For collectors, this auction serves as a benchmark for the current market value of rare promotional items. Interested buyers must consider that individual figures typically trade for $800 to $900 on secondary sites like eBay.

The takeaway

Collectors should carefully verify the unique design markers that separate these promotional figures from their common retail counterparts before placing bids. Tracking the price of these items over time provides useful insight into the volatility of high-end toy collecting.