Coronavirus: Lego sales boosted by families spending more time playing together

Lego sales rose by 14% in the first half of the year as families spent more time playing together at home, the toymaker reported.

The family-owned Danish company managed to grow during the period, despite shops being closed, by increasing online sales.

Lego has been enjoying several years of sales growth ahead of toy market rivals – after a blip when they shrank in 2017.

Changing face of retail under coronavirus

The latest figures show it managed to continue the trend this year despite the pandemic.

Operating profits in the first six months of 2020 rose 11% to 3.9bn kroner (£460m) compared to the same period last year.

Chief executive Niels Christiansen said: “We saw a very positive development during the coronavirus lockdown when families began playing and building Lego sets together.

“We’ve seen momentum continue into the second half of the year even after people started going back to work and to school.

“So the result is not just a reflection of two months when everyone was sitting at home.”

Mr Christiansen said it had “attracted new builders of all ages who turned to Lego play to help them through difficult times”.

Children wearing masks look at a Lego box outside the Lego store at Rockefeller Center as the city continues Phase 4 of re-opening following restrictions imposed to slow the spread of coronavirus on August 02, 2020 in New York City.
Lego’s boss said it had attracted new builders of all ages

It comes after Lego last year increased investments in online.

The number of visitors to its brand website doubled to 100 million in the first half of this year.

“Many of the major trends shaping our industry, such as digitalisation and e-commerce, are accelerating as a result of the pandemic,” Mr Christiansen said.

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Revenues rose by 7% to 15.7bn kroner (£1.8bn) while overall consumer sales growth, of 14%, was higher.

That was because retailers had to draw on existing stock to meet demand after Lego was forced to shut down production temporarily in Mexico and China.

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