COPENHAGEN, Denmark (AP) Sales of Lego sets surged last year as more children stayed home during global pandemic lockdowns - and parents bought the colorful plastic brick toys to keep them.
Sales of Lego sets surged last year as more children stayed home during global pandemic lockdowns - and parents bought the colorful plastic brick toys to keep them entertained during days of isolation
Chief Executive Niels B. Christiansen told The Associated Press that the “super strong results” were thanks to strategic investments made years ago to move more sales online.
“This is not COVID-related. This was an evolution that started a while ago,” he said. “In 2020, we began to see the benefits of these, especially in e-commerce and product innovation.
He declined to say say how much of the company sales were online but noted that there had been 250 million clicks on the group’s web page.
Consumer sales grew by double digits in all regions, with especially strong growth in China, the Americas, Western Europe and Asia Pacific.
Chief Executive Niels B. Christiansen told The Associated Press that the “super strong results” were thanks to strategic investments made years ago to move more sales online.
Sales of Lego sets surged last year as more children stayed home during global pandemic lockdowns - and parents bought the colorful plastic brick toys to keep them entertained through days of isolation.