Following the referral to CDiscount, Lego has just made a commitment to the Competition Authority to modify its pricing policy, which is considered discriminatory vis-à-vis online resellers. This negotiated procedure makes it possible to resolve a competition problem without going to litigation. A market test will take place until September 15. "If the commitments offered by Lego, possibly supplemented and amended, are such as to respond to competition concerns", the case will be closed.
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At the end of 2013, Lego revised its pricing policy towards its distributors: the construction toy giant had increased all of its prices by 15%, while implementing a discount, which could go up to 13% according to certain criteria. respect.
This is where the problem lies: the Authority's investigation services have noted significant differences in the percentage of discounts, "varying between 7 and 9 depending on the period" , depending on the dealers. These criteria would have been unattainable by online resellers. "These practices could constitute a discriminatory price differentiation likely to have anti-competitive effects, by putting operators selling exclusively on the internet at a disadvantage and reducing the competitive pressure they could exert" , insists the Authority.
Internet now represents 20% of toy sales compared to 12% in 2013This practice would have had the effect of protecting the specialized brands (JouéClub, KingJouet, La Grande Récré) from formidable competition. These historical leaders in the sector are losing ground against the main operators of online sales (Amazon, Cdiscount, etc.); Internet now represents 20% of toy sales compared to 12% in 2013.