The corona crisis is giving the toy manufacturer Lego wings. For the first time since 2017, the Danish company achieved double-digit sales growth again last year. “We are seeing that more families are building together (with Lego) at home,” said CEO Niels B. Christiansen on Wednesday to the Reuters news agency. A further digitization of the business is planned, but there should be one
Give employment offensive.
Corona has accelerated the trends that have emerged in recent years. The family company's investments, for example in internet sales and product innovations, came just in time for the pandemic and paid off in 2020. Lego.com have more than
registered twice as many visitors.
Benefit from lockdowns
By closing schools and restricting
Many children were in contact to play in their own four walls
instructed, parents were more closed because of the trend towards home office
Home. Lego sales climbed 13 percent to 43.7 in 2020
Billion Danish kroner (5.9 billion euros), the operating profit even by 19 percent to 12.9 billion kroner (1.73 billion euros), as the company announced.
Christiansen relies on digitization
Christiansen was brought in in 2017 after a decade
Lego's long streak of success had stalled. Under
The company invested in online business and under his leadership
developed new variants of its tokens, such as robots that
can be programmed via the smartphone. The CEO
wants to hire a few hundred employees who want digitization
should also advance this year. The shops are supposed to be there
Don't miss out: 134 new stores were opened in 2020, 91
of which in China. In the current year 80
added, 120 worldwide.
Not all toy manufacturers benefited from the crisis: The
“Barbie” manufacturer Mattel grew by two percent net in 2020, which for
“Monopoly” well-known Hasbro group lost eight percent in sales.
Christiansen said Lego will have its 2020 global market share around
increased one percentage point.
