Due to a jump in profits and sales, the brand is on track to open at least 74 new stores this year.
Unlike many other retailers, LEGO has seen a jump in consumer sales of 14 per cent from January to June with operating profits growing 11 per cent in the same period.
This jump in profits can be attributed to visits to LEGO’s website more than doubling to 100 million in the first half of 202. Chief Executive Officer Niels B. Christiansen said “more adults than ever before” are utilising LEGO during the coronavirus-induced pandemic. He credited this to the “enduring appeal” of the LEGO brand.
The company’s top selling ranges in the lockdown period included Harry Potter, Star Wars and Disney Princess.
