Free LEGO The Lord of the Rings poster available with some Shire sets

Some lucky Middle-earth fans might be able to pick up a bonus freebie with purchases of 10354 The Lord of the Rings: The Shire.

Update: Find out how to get hold of your very own copy of the free and exclusive LEGO The Lord of the Rings poster here.

The LEGO Group has officially returned to Tolkien’s fantasy realm in 2025, with this week’s release of 10354 The Lord of the Rings: The Shire. The 2,017-piece LEGO Icons build is out now for Insiders and completes a trilogy of Middle-earth sets that began with 10316 The Lord of the Rings: Rivendell in 2023.

In addition, early adopters of 10354 The Lord of the Rings: The Shire from today can also bag themselves a free copy of 40761 The Lord of the Rings: Sméagol and Déagol, although the exclusive GWP isn’t likely to stick around for long.

However, it appears that a second bonus freebie to accompany 10354 The Lord of the Rings: The Shire may also now be available in the wild. Promobricks is reporting that they managed to pick up the set today at the LEGO Store Bonn, which came with a unique collectible poster too.

Printed on sturdy cardstock, the promotional item appears to be yet another exclusive gift with 10354 The Lord of the Rings: The Shire, although it’s not clear at this stage if the free poster could pop up in other territories or as a potential online Insiders reward.

The front image on the art print features drawings of all three existing LEGO The Lord of the Rings sets, while the back is said to boast the LEGO logo. The promotional freebie appears to be a unique bonus for those thinking of digging deep and picking up the Middle-earth model, so if it does become available in additional regions, we’ll be sure to let you know.

10354 The Lord of the Rings: The Shire can be purchased by Insiders members right now, with everyone else able to pick up the set from April 5. The LEGO Icons model is priced at £229.99 / $269.99 / €269.99 and early purchases include a free 40761 The Lord of the Rings: Sméagol and Déagol GWP until April 8 (while stocks last).

To find out more about 10354 The Lord of the Rings: The Shire, be sure to check out our in-depth video review of the LEGO Icons model here and 40761 The Lord of the Rings: Sméagol and Déagol here.

Featured image: Promobricks

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