Lego eyes growth in China, posts positive results

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Photo by Lego Group Lego opened first flagship store in Beijing 22 Feb

The Lego Group has posted a 4% year-on-year increase in revenue to DKK36.4bn (€4.8bn) in 2018, thanks to strong sales in China.

Termed by Lego as “a strategic growth market” for the company, China reported “strong double-digit” growth in income last year. 

In its annual results statement 27 Feb, the Danish toymaker stated that the brand expanded into new cities and built its presence on ecommerce, digital and physical platforms in China last year. 

In 2019, the company aims to accelerate expansion in China and open 80 stores in 18 cities, starting with a new flagship store in Beijing which opened 22 Feb. 

Lego’s operating profit rose 4% year-over-year to DKK10.8bn (€1.44bn), helped by increased sales and “balanced with a continued focus on investing for the future”, Lego announced 27 Feb. 

Cash flow from operating activities fell 8% to DKK9.8bn (€1.3bn).

“We set out with one aim in 2018, to stabilise the business. We are pleased to have achieved this, and to have delivered modest top and bottom-line growth,” said LEGO group CEO, Niels B Christiansen.

Christiansen was “especially encouraged” by the company’s progress given the challenges facing the toy industry and the departure of specialist retailers such as Toys R Us.

“These shifts gave us the opportunity to strengthen our partnerships with retailers and find new ways to connect with shoppers and consumers across digital and physical channels,” the Lego CEO added.

The group also said that it “bucked toy industry trends” in 2018 to grow its share in all major markets globally.

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