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Opinion: LEGO Profits Highlight Its Success As A Pandemic Leader

By Utku Tansel

Global Toy News

LEGO’s global sales increased by 43% to hit £2.6bn in the first six months of 2021 while profits rose by a whopping 140% during the same period. The company announced that its sales were up by more than 10% across all markets while online sales rose by 50%. The company plans to open a further 120 new LEGO shops, including 80 in China alone ballooning its total outlet number to 798 physical retail locations this year. This is part of LEGO’s business initiative towards what it calls an omnichannel network, operating in tandem with LEGO.com.

In the UK, the news story has come amidst rising concerns around stock shortages this Christmas period caused by the ongoing driver shortage as well as higher transport costs. However, the iconic brand remained confident it will not face problems in this regard. Previously, LEGO had addressed part of the threat by revealing that the company had secured enough shipping containers to keep up with the demand over the holiday season, even though they will have to increase prices to compensate for higher shipping costs.

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