Lego Sales Increased 21% During 2020 COVID Lockdowns

The Danish held Lego Company announced a 21% increase in sales over the course of pandemic lockdowns, netting a profit of $1.6 billion and increasing its presence in 12 of its largest markets.

Lego Chief Executive Niels B Christiansen made statements to the press that their “super strong results” were in part due to an investment in their online stores made a few years ago. Niels told AP reporters that the decision to invest more in e-commerce was “an evolution that started a while ago” and not a product of the 2020 pandemic.

Numbers for Lego’s online sales were not available, but the company did tell reporters that their website had received 250 million clicks. Consumer sales rose by double digits in all regions, with particularly strong expansion in China, the Americas, Westerns Europe and the Asia Pacific.

Executives from the Danish toy company have said that they want to invest further in online marketplaces, and have noted the necessity for companies to remain agile while using digital tools to best reach their customers.


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