in 2017, was a tough year for Lego: the turnover of the building blocks-manufacturer of the year had risen for the year. Between 2004 and 2016, he had increased six-fold. This was the end suddenly: For the first Time in 13 years the sales decreased, the profit fell by 17 per cent. Already after the publication of the half-year figures, the Danes responded: the heads were replaced, 1400 Jobs are deleted.
But the crisis was short-lived, the company has caught up now. In the past year, Lego has generated a profit of 8.1 billion crowns (around 1.23 billion Swiss francs) and thus, 3.5 percent more than in the previous year.
sales Also increased again, by 4 percent to 36.4 billion crowns (5,53 billion Swiss francs). The market share has grown, contrary to the international Trend on all the major markets, the company said.
Star Wars and Harry Potter are popular
“We have issued a goal for 2018 to stabilise the business. We are pleased to have achieved this,” said chief Niels Christiansen. Classics such as Lego City and Lego Technic have included more hits to the sales, but also products of the series of Lego Star Wars, Harry Potter, and Jurassic World was particularly good, it was called.
New toys, the traditional Lego bricks with a digital game link shapes, are also popular. This includes an Augmented-Reality App, a Duplo Cargo Train that brings children to the program closer, and Lego Boost to lead you to the field of robotics. “We will continue to invest in both our core business and new technologies, which bring the blocks to life,” said chief Christiansen.
80 new stores in China
For further growth sets in Lego mainly to China. Here you have achieved a double-digit growth, the company said. In the course of the year, at least 80 more stores in the people’s Republic opened. Currently, Lego has around 60 shops.
In China there are 200 million children, the waxes, the standard of life, said Christiansen. Lego have developed a number of specifically Chinese products for this market. These had been very well accepted. Also in India and in the Middle East, Lego wants to invest. In India there is a rapidly growing and increasingly affluent middle class.
In established markets such as the USA and Western Europe have also, however, less. To make matters worse, the bankruptcy of the game’s retailer Toys R Us have been added. This is an important distribution channel no longer existed. You have strengthened as a consequence of the online presence, as well as the relationships to other dealers. (Tages-Anzeiger)
Created: 28.02.2019, 20:04 PM
