Harry Potter and Star Wars building sets helped Lego return to growth in 2018, along with strong sales in China, where the privately-owned Danish ...
COPENHAGEN: Harry Potter and Star Wars building sets helped Lego return to growth in 2018, along with strong sales in China, where the privately-owned Danish toymaker plans to open new stores.
Lego, which competes with toymakers such as Barbie maker Mattel Inc and Hasbro, said on Wednesday that global sales rose by 3 per cent last year, while total revenue rose 4 per cent to 36.4 billion Danish crowns . Efforts to combine physical bricks with the digital world, including programming a Lego set to move and augmented reality, had also paid off in 2018, Christiansen told Reuters..While Lego's sales increased in all key markets, China was most notable with strong double-digit growth, while the United States and Western Europe returned low-single digit growth.
"Right now we're not really limited by how private consumption is developing in China. It's more our ability to develop our brand and expand to more Chinese cities that's driving growth," Christiansen said.
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