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Popular Lego Star Wars characters
Photo: Bethany Clarke/ Getty Images
Lego has once again achieved a record profit.
This was announced by the Danish toy manufacturer.
In the first Corona year 2020, the profit was 9.9 billion crowns, in 2021 it rose to 13.3 billion crowns, the equivalent of around 1.8 billion euros.
According to the Danish news agency Ritzau, Lego made more money in 2021 than ever before in a year.
The reason for the high profit is the increased demand, which was able to increase the company's turnover by 27 percent compared to the previous year.
The best-selling kits include series such as »Lego City«, »Lego Technic«, »Lego Creator Expert« and »Lego Star Wars«.
The group opened 165 new branches worldwide over the course of the year, including 95 in China alone.
At the end of 2021, there were a total of 832 Lego stores worldwide.
According to the group, the market share also continued to grow worldwide and in the largest markets.
Business in Germany is growing
Lego has also expanded its market position in Germany: Consumer sales climbed by 7.5 percent nationwide in 2021, as Germany boss Karen Pascha-Gladyshev announced in February.
The Association of the German Toy Industry determined growth of four percent for the entire sector.
According to Lego boss Niels B. Christiansen, the company wants to use the profits to continue growing in the long term through strategic investments.
Accordingly, these investments flow into product innovation, the expansion of online trade, digitization and sustainability, among other things.
For 2022, Lego expects growth to normalize to a long-term sustainable level in the single digits.
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