New LEGO Lord of the Rings GWP: Sméagol & Déagol Discover the One Ring
Published: 1 year ago
Last Updated: 7 months ago
LEGO Investment Watch: Limited LOTR GWP Ends Sept 24, 2025
Middle-earth fans, rejoice — LEGO is back with another exclusive Gift With Purchase (GWP), and this one dives straight into the moment that started it all: the discovery of The One Ring™.
Released to celebrate the 111th anniversary (or “eleventy-first birthday”) of The Lord of the Rings, this special set is a playful nod to Bilbo Baggins’ legendary party and the enduring legacy of Tolkien’s world.
With purchases of the brand-new LEGO® Icons The Lord of the Rings™: The Shire™ (10354), fans can score this mini but mighty scene for free — but only until September 24, 2025, and only while stocks last. We should also add, that at the time of publication, this looks to be a US only promotion!
What’s Included: Pieces, Minifigures & Functions
This 181-piece build recreates Sméagol™ and Déagol’s fateful day on the river. The design cleverly captures both the above and below waterline views, making it a striking little display piece.
- Two exclusive minifigures – Sméagol™ and Déagol™
- Movie-accurate accessories – fishing gear, The One Ring™, a fish, plants, and a small tree
- Interactive functions – rotate the boat, pose the minifigures, and stage your own mini-drama of “my precious” proportions
- Dimensions: over 6 in. (15 cm) high, 5.5 in. (14 cm) wide, 2 in. (6 cm) deep
Why Collectors Will Love It
- Exclusive figures – Déagol is a rarity, and this is the first time LEGO has officially produced him as a minifigure.
- Unique scene build – While LEGO has recreated Rivendell and the Shire, this little GWP captures an intimate, story-defining moment.
- Birthday bonus – Released to mark the 111th birthday of LOTR, it carries an added layer of significance for Tolkien fans.
- Perfect companion – Designed as a mini extension to the new The Shire™ set, it ties the theme together beautifully.
Why Investors Should Pay Attention
LEGO Lord of the Rings sets have historically had excellent aftermarket performance, with retired models commanding serious premiums. A freebie like this is:
- Limited in availability – once the promotion ends, it’s gone.
- Bound to rise in value – Déagol alone will likely drive collector demand.
- Commemorative release – Anniversary tie-ins often enjoy extra attention and higher resale.
- Low entry cost – essentially free with The Shire™ purchase, but could flip for solid returns within months.
Similar GWPs in popular themes (e.g. Star Wars or Modular Buildings tie-ins) often sell for £30–£60 shortly after release. Given the fanbase for LOTR, this could easily follow suit.
How to Get It
- Available free with purchase of LEGO® Icons The Lord of the Rings™: The Shire™ (10354)
- Offer valid while stocks last
- Ends September 24, 2025
Final Thoughts
Whether you’re a Tolkien superfan, a minifigure completist, or a sharp-eyed investor, this is one GWP you’ll want to secure before it vanishes back into the Misty Mountains.
After all, an “eleventy-first” birthday doesn’t come around every day — and neither does a free LEGO set like this.
Author: Daniel Moore
Daniel has worked in e-commerce and retail operations for over 15 years, specialising in product lifecycle management. His AFOL journey began when he inherited a box of mixed bricks from a relative and decided to rebuild classic Castle sets from memory. That nostalgic project grew into a deep appreciation for LEGO’s medieval and fantasy themes. Daniel’s favourites include Castle, Knights, and early Fantasy Era sets, and he writes about how storytelling and world-building influence collectability.
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