LEGO Group sales peak 36% in the first half of 2021 • The Toy Book


LEGO Art World Map | Source: The LEGO Group

The LEGO Group is doing big business this year.

The Danish construction kit maker remains one of the few private companies to report profits, and in the first half of 2021, consumer sales soared 36%, with revenues rising 46% to generate 104% growth. % of operating profit. The current growth rate exceeds that of the rest of the toy industry as LEGO gains market share globally.

“We are very pleased with the progress we have made in all areas of the business during the first half of the year,” said Niels B. Christiansen, CEO of the LEGO Group. “Our performance was driven by strong demand for our portfolio, which attracted new builders to the LEGO brand. Our year-over-year growth has benefited from fewer COVID-19 restrictions compared to 2020, as our factories have been operating non-stop and the majority of retail stores have reopened. “

LEGO’s growth globally is occurring across multiple retail channels, both physical and digital, as well as its own store base. In the first half of this year, the company opened more than 60 new LEGO stores, including a new flagship in New York and 40 stores in China.

Top-selling themes for the LEGO Group so far this year include LEGO City, LEGO Star Wars, LEGO Harry Potter, LEGO Creator Expert and LEGO Technic.

In addition, the company continued to meet its philanthropic and environmental goals in the first half of 2021.

“The greatest motivating force for everyone within the LEGO Group is knowing that we can have a positive impact on future generations,” says Christiansen. “Whether it’s in times of acute need or helping a child develop new skills that will last a lifetime, the LEGO set and the LEGO brand can and will make a difference. We are proud to hold this position and we are committed to doing everything possible to continue to inspire and develop the builders of tomorrow.

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