Lego overcame the double challenges of coronavirus lockdowns while the general gloom in the doll business to record increases both in sales in the first one half.

The danish independently owned maker of synthetic bricks stated revenues in the first half increased by 7 per cent to dkr15.7bn while running revenue ended up being 11 per cent more than annually early in the day at dkr3.9bn.

Chief executive niels christiansen told the financial occasions the momentum had continued into the first two months associated with the second half.

The worlds largest toymaker by both incomes and earnings enhanced customer sales by double-digit percentages in asia, western european countries in addition to united states through assets in its online shop plus services particularly monkie kid, its very first chinese-inspired group of units.

Weve done it despite covid-19. throughout the last 18-24 months, weve invested behind our product profile, e commerce, and our brand. basically, this can be paying down. its less connected to in which shops tend to be shut or you will find lockdowns, mr christiansen said.

Other toymakers such as for instance mattel and hasbro have struggled this current year with coronavirus coming on top of the issue of competing with digital products for childrens attention. mattels product sales fell 14 % in the first half while hasbros underlying revenues dropped 19 %. both reported operating losings.

Lego overcame running troubles as not merely were all its own-brand shops closed at one phase through the pandemic but its mexico factory among three main international flowers, used mainly for lego sets in the usa had been shut for just two months.

Under mr christiansen, the danish toymaker features invested greatly with its very own e-commerce capabilities as well as starting accurate documentation range lego-branded stores to make certain its items are however acquireable following the personal bankruptcy of toys r united states along with other stores.

Covid-19 has had acceleration with e commerce. exactly what could have taken one, several years has gone faster, he stated, stressing that lego stayed devoted to opening 80 new physical shops in asia alone this year. we dont think it is a simple setback to shops. they've been essential for our brand name experience, he included.

Inspite of the new stores and monkie child, mr christiansen said asia was a considerable ways from displacing the united states as legos most effective nation. its balanced compared to other brands. we do not feel theres a significant change happening here. however it is among places where were achieving many brand-new kids, he included.

Lego, that is still owned by its founding kristiansen family members, features moved increasingly into play units that involve kiddies, and adults, building from synthetic bricks but additionally combining by using some digital activity. it recently teamed with nintendo to discharge super mario sets that expand upon this.

Mr christiansen stated lego was still doing a particular evaluation and understanding and its absolute goal ended up being in order to have a variety with its providing for boys and girls as well as various age brackets.

He included that children had progressively packed agendas where they dont have a lot of time for playing [and] when they perform theres a good digital element to it.

Expected if legos success while the other countries in the business struggled meant it seemed to other companies for determination, mr christiansen replied: how will you remain relevant? we have confidence in discovering through play. ensure that it it is appropriate and interesting thats our idea. its less about a certain business and more about all the things that are contending for interest and period of kids.