When Donald Trump announced his intention to buy Greenland, the world took notice. LEGO, a Danish icon, decided to respond – playfully, but with a point.

No matter how rich or powerful you are, some things just aren’t for sale.

LEGO introduces THE PRICELESS LEGO – A model of Greenland, beautifully crafted, culturally rich… and completely off the market. It’s not for sale. It never will be. Instead, it’s displayed at the LEGO Museum for everyone to enjoy—much like real-life Greenland, but just a little more accessible.