Lego to open 120 new stores as “more adults” purchase toy sets

Lego Niels Christiansen lockdown expansion
Lego said the number of visitors to its website doubled during the period
// Lego sales rise during first half of the year despite store closures
// The toy brand and retailer is planning the launch of 120 new stores this year

Lego has reported a rise in sales during the first half of the year as an increased number of children were gifted its toy sets during the UK lockdown.

The toy brand and retailer reported a seven per cent increase in revenues to DKr 15.7 billion (£1.9 billion) for the for the six months to the end of June.

Meanwhile. operating profit jumped 11 per cent to DKr 3.9 billion.

READ MORE: Lego plots store expansion amid profit growth

Lego also reported a sales rise of over 10 per cent in its biggest markets across western Europe, Asia Pacific, the Americas and China despite its temporary store closures.

The retailer said the number of visitors to its website doubled during the period.

“When our stores have reopened after lockdown, there have been queues,” Lego chief executive Niels Christiansen said.

Lego now plans to open 120 new shops this year.

The company currently has 612 stores across the globe, 14 of which are in the UK. At least 80 of the new stores will be in China.

Christiansen said Lego’s shift to online shopping before the pandemic benefited the firm during the lockdown.

“Our strong portfolio appealed to builders of all ages and our recently upgraded ecommerce platform and agile global supply chain allowed us to fulfil online demand,” he said.

“More families are playing and learning together with Lego bricks and we are seeing more adults than ever before enjoying building our more challenging sets.”

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