Lego sales have increased from house to house

Sales of Lego sets rose last year as more children stayed indoors during the global epidemic – and parents bought colored plastic brick toys to isolate them.

The privately held Danish company said its net profit rose 19% to 9.9 billion kronor ($ 1.6 billion) as sales rose 21% and increased its presence in its 12 largest markets.

Lego, which makes money from video game apps even at the top of its set, seems to be one of the businesses — such as online retailers and technology companies — to make money from mass disruptions in society around the world during the epidemic. Was well kept.

Chief Executive Niels B. Christiansen told The Associated Press The “Super Strong Results” were thanks to a strategic investment made years ago to move more sales online.

“It is not related to COVID. This was a development that began some time ago. “In 2020, we started seeing the benefits of these, especially in e-commerce and product innovation.”

He declined saying how much the company’s sales were online but noted that the group’s web page had 250 million clicks.

Consumer sales in all regions grew by double digits, with particularly strong growth in China, the Americas, Western Europe and the Asia Pacific.

The emphasis on online sales helped overcome trade disruptions from the epidemic ban.

“We had factories that were forcibly closed and shops closed … some have reopened, others are still closed,” Mr Christian said. The closure of manufacturing sites was implemented mainly in Mexico and China.

“We had to keep toys many times because the film release was postponed. It was disappointing for us, ”said Mr. Christian.

Lego, which is based in Biland, Western Denmark, said it wants to further accelerate investment in digitalization. “The past year has shown the importance of being an agile, responsive business built on a strong digital foundation,” Mr. Cristian said. “I expect to see an increase in sales in 2021.”

Lego was founded in 1932 by Ole Kirk Christiansen and the name was derived from the two Danish words Leg Godet, meaning “play well” – the brand name was created without knowing that the word Lego means in Latin ” I collect.”