Toymaker Lego said store openings in China and healthy demand in Western Europe and the Americas had delivered 17 percent sales growth last year, adding that it expects to outpace the market this year.
The family-owned company known for its colorful plastic bricks said sales rose to 64.6 billion kroner (US$9.27 billion) last year, when it opened 155 new stores, bringing the total number of Lego shops globally to more than 900.
“We have really good momentum, and I think it will continue in 2023,” Lego CEO Niels Christiansen said.
Photo: AP
Lego plans to open another 145 stores this year, mostly in China, which Christiansen said in an interview he expects would help it to grow sales by a high single-digit percentage.
Top sellers last year included Lego’s Star Wars and Harry Potter building sets, and its City and Technic ranges.
The Danish company, which employs more than 27,000 people globally, saw sales spike during the COVID-19 pandemic when many people stayed home and after lockdowns were lifted.
“After a few extraordinary years we may see a return to more normal growth, but we believe we can continue to outpace the market,” Christiansen said.
Last year, Lego’s operating profit of 17.9 billion kroner was up 5 percent annually, after 32 percent growth the previous year.
The company had raised prices on some products in September last year, but by less than increases in its input costs, Christiansen said.
“High growth in sales has helped us compensate for those extra costs on freight, energy and raw materials,” he said.
Christiansen said that Lego has no immediate plans to raise prices, and was optimistic that costs of freight and raw materials were coming down.
As part of its strategy of placing production close to its key markets, Lego plans to begin operating new factories in Vietnam and Virginia next year and in 2025 respectively.
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