Denmark's news in English

Editions:  Europe · Austria · Denmark · France · Germany · Italy · Norway · Spain · Sweden · Switzerland

Lego stacks up profits after building away from bricks

Share this article

Lego stacks up profits after building away from bricks
File photo: Mads Claus Rasmussen/Ritzau Scanpix
14:05 CET+01:00
Lego said Wednesday it had managed to assemble growing sales and profits in 2018 thanks to its diversification away from its iconic coloured plastic bricks.

At a time when it isn't all fun and games for makers of traditional toys due to digital diversions for children, Lego managed to build profits in 2018.

The world-renowned Danish brand has in recent years moved strongly into areas such as video games, movies, cartoons and Legoland amusement parks.

Net profit at the group rose by 3.5 percent last year to more than 8 billion kroner (roughly 1.1 billion euros) on revenues that climbed 4 percent to 36.4 billion kroner.

Sales rose across the world and Lego aims to consolidate its position in the Chinese market by opening 80 shops in 18 cities.

Lego fared better than its US rival Mattel, maker of the Barbie doll, which suffered a loss of $531 million last year.

READ ALSO: Bankruptcy of Danish toy store chain reflects pressure on retail sector

Get notified about breaking news on The Local

Share this article

The Local is not responsible for content posted by users.
Become a Member or sign-in to leave a comment.

From our sponsors

VIDEO: Three surprising facts that will make you want to visit Malta

Game of Thrones has ended but it lives on in Malta! Find out how and learn two more unexpected facts about this little archipelago in the middle of the Med.