Icons Tiny Crops by Lego.
James Manning – Pa Photos | Pa Photos | Getty Photos
Flowers, succulents and Components One race automobiles helped gas a 12% income bump for Lego throughout the first half of the yr.
The corporate reported a report 34.6 billion Danish kroner, or $5.4 billion, in income as a part of its biannual earnings report on Wednesday. Working revenue rose 10% yr over yr to 9 billion Danish kroner, or $1.4 billion, the corporate mentioned.
“It is one of the best first half ever,” Lego CEO Niels Christiansen advised CNBC. “It is a report on income, a report on working revenue, it is a report on web revenue. … So, we’re very completely satisfied.”
The brick maker launched 314 new units throughout the first six months of the yr, one other report excessive. Lego has steadily added new product to its portfolio, branching out into residence decor with wall artwork units. It has additionally added new license companions and launched units tied to animated kids’s program “Bluey” and fan-favorite anime “One Piece.”
Up subsequent is a multiyear partnership with Pokemon, on account of hit cabinets in 2026.
“You possibly can all the time discover one thing that you just actually like, the popular culture you are into or the eagerness level you’ve got,” Christiansen mentioned. “That works rather well.”
In increasing its catalog of product, Lego has additionally grown its client base. Gateways into the model corresponding to its line of botanicals — vegetation, flower bouquets and succulents — and its ongoing partnership with Epic Video games — which brings Lego to the digital area and parts from the favored online game Fortnite into the bodily world — have inspired newcomers into the brick-building area, Christiansen mentioned.
“Then they work out what it’s and what it does for them, the way it form of permits them to specific themselves, but additionally de-stress and give attention to stuff another way,” he mentioned. “So botanicals units transform good at recruiting new customers into the model, after which as quickly as they construct their botanical set, they could transfer on to constructing one thing else.”
Lego opened 24 new shops globally throughout the first six months of the yr. The corporate has been opening extra bodily retail areas in areas that, in contrast to the U.Okay. and the U.S., didn’t develop up with the long-lasting coloured bricks. This contains nations corresponding to China and India.
Having brick-and-mortar locations the place children and adults can get their arms on Legos and see the accessible units has beforehand helped bolster gross sales.
