Half-year revenue of 23 billion! Toy brand Lego remains popular in the market

In recent years, the toy market has been hot, especially building block toys. The consumer group is not limited to children, but also teenagers and adults have shown great interest in this category of toys. Recently, LEGO, a well-known toy brand headquartered in Denmark, announced its financial report for the first half of the year ending June 30, 2021 .

According to the financial report, the company's revenue in the first half of this year was 23 billion Danish kroner (about 23.3 billion yuan), a year-on-year increase of 46%; operating profit was 7.951 billion kroner, doubling from 3.899 billion in the same period last year; net profit was 6.322 billion kroner, an increase of 140% over the same period last year.

In the first half of this year, the company's revenue and profits have doubled, indicating that as the global epidemic has been lifted, the consumer market has released a stronger enthusiasm for buying plastic building block toys. However, it should be emphasized that Lego 's financial report for the first half of 2020 also showed a steady growth trend compared with the same period in 2019, which means that this year's performance is not due to the low performance base during last year's epidemic.

LEGO Group CEO Christensen said that the performance in the first half of this year was driven by strong market demand for the company's products , coupled with the uninterrupted operation of factories and the fact that most retail stores were not affected by the epidemic blockade .

Thanks to the company's excellent execution and diversified product portfolio, it has attracted building block enthusiasts of all ages and enabled the LEGO Group to achieve double-digit retail sales growth in major markets around the world . According to analysis , the best-selling themes of LEGO in the first half of this year include "LEGO City", "Star Wars", "Harry Potter", "Creator Expert" and "Mechanic" series .

The company continues to advance digital development and launch a new retail model aimed at providing consumers with a unique consumer experience; LEGO follows the trend of the times and continues to explore new marketing channels. In the first half of 2021 , the company's sales on its own e-commerce platform and its partners' e-commerce platform increased by 50% compared with the same period last year .

Environmentally friendly materials are also a highlight of the company's production. In June this year , the LEGO Group released a prototype LEGO building block made of recyclable PET plastic bottles as raw materials to reduce dependence on non-renewable raw materials . This move is very consistent with the current consumers' growing environmental awareness and will naturally increase consumers' favor for the brand. Relevant sellers can refer to LEGO's production concept and marketing model to accurately grasp consumer needs and keep up with the market.

Toy market, Lego Company released its first half financial report