LEGO Group Consumer Sales Jump 22% in 2021 • The Toy Book

LEGO Technic The Batman Batmobile | Source: The LEGO Group

The LEGO Group, one of the few private toy companies to publicly release its results, revealed that sales for 2021 outpaced growth in the global toy industry. The Danish company says total revenue rose 27% on top of a 22% rise in consumer product sales for the year.

“I am grateful for everything the LEGO Group was able to accomplish in 2021,” said LEGO CEO Niels B. Christiansen. “Our passionate and committed team of more than 24,000 colleagues has shown extraordinary dedication and resilience to keep the world playing. Meanwhile, our strong financial performance enables us to further accelerate strategic investments to help us reach more children in the long term.

According to the company, its worldwide revenue reached 55.3 billion Danish kroner, or about 8.1 billion US dollars.

The news follows a huge sweep of the Toy Foundation’s (TOTY) 2022 Toy of the Year awards in which LEGO won seven trophies in the US

Globally, the company says its top-selling themes for 2021 included LEGO City, LEGO Technic, LEGO Creator Expert, LEGO Harry Potter and LEGO Star Wars.

LEGO plans to continue to gain market share this year by opening new retail stores around the world while investing in manufacturing and sustainability efforts.

“2022 marks the 90th anniversary of the LEGO Group,” says Christiansen. “We are thrilled that in this pivotal year, our strong financial footing allows us to make such significant investments in building a company that will inspire and develop future builders for many generations to come. »


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