Gifts / Sports & Toys

According to the Huacheng Import and Export Data Observation Report, Lego Group is one of the few private toy companies that publicly report earnings. The company reported that the sales of its consumer goods increased by 13% in the first six months of 2022. This news reflects the trend that Lego continues to surpass the global toy industry as its market share in the global toy sector continues to increase.

Nils Bi Christiansen, CEO of Lego Group, said: "We have had a strong start in 2022 and are very satisfied with our performance. After an excellent 2021, our performance exceeded expectations." "Despite the global uncertainty, due to the demand for our strong portfolio and the execution of our excellent team, we continue to achieve higher consumer sales and double-digit revenue growth. Around the world, we celebrated the 90th anniversary of LEGO. We are grateful that nearly a century later, LEGO games are still important and continue to inspire families and children."

According to LEGO, its global revenue increased to DKK 27 billion, about USD 3.487 billion. Compared with the same period last year, the Group's revenue increased by 17%. The Group's global semi annual operating profit reached DKK 7.9 billion, and its net profit remained DKK 6.2 billion (about RMB 5.773 billion), according to the observation report of Huacheng's import and export data.

This year's hot topics include LEGO Star Wars, LEGO Technic, LEGO Icons, LEGO City, LEGO Harry Potter and LEGO Friends. The company said that its product portfolio in 2022 is the largest category available in history to reach players of all ages and interests, including art and design, cars, music, sports, space exploration, etc.

Looking ahead, the company will continue to focus on upgrading its infrastructure and manufacturing base, while continuing to achieve its sustainable development goals and retail expansion.

"In the second half of 2022, we continue to see strong demand for our products. In the long term, we expect revenue growth to return to a more sustainable level." "We will also continue to reinvest in our business and accelerate initiatives such as product innovation, digitalization, capacity, retail network and sustainability to maintain momentum and achieve long-term sustainable growth. These major investments will enable us to bring more children around the world through game learning in the future."

This week, Lego launched its best-selling theme, the ultimate collection of e LEGO Star Wars Razor Crest (see above). This 6187 piece architectural suit, inspired by the first starship piloted by the hero Mandalorian of the same name on Disney+, will be sold on October 1 at a price of 599.99 dollars.

Although the stores in Russia are still closed, Lego Group opened 66 new Lego stores in the first half of this year, 46 of which are located in China. The company currently operates 833 stores worldwide.

Lego Group's new factory in southern Vietnam is carrying out a green project.

The plant started construction in Pingyang Province in November this year, and 25000 trees will be cleared in the process. Respond to trees that will be removed. Lego Group will plant 50000 trees within three years. In addition to newly planted trees, the plant will also become the company's first carbon neutral plant.

According to the Huacheng Import and Export Data Observation Report, this year, Lego Group, the world's largest toy giant, intensively announced the news of investment in building new factories: Lego announced that it would invest $1 billion to establish the sixth factory in the world in Vietnam and the second factory in Asia. Announced the addition of 42000 square meters of factories in Jiaxing, Zhejiang, to increase production capacity to further promote the long-term development of business in China and Asia. In June this year, it announced to invest 1 billion dollars in the United States to build a factory. For the first time in many years, the selected Lego products will be printed with the words "Made in USA" on the package (Made in the United States). The new factory being built in Virginia, like the new factory in Vietnam, uses solar energy to achieve sustainable development goals.

A new plant will be built in Chesterfield County, Virginia. The 1.7 million square foot carbon neutral plant will break ground this autumn and is expected to start full production in 2025. It is estimated that the factory will create more than 1760 jobs for the United States in the next 10 years.

Lego Group has been operating in the United States since the 1960s. At present, it has about 2600 employees across the country, including the US headquarters in Enfield, Connecticut, and more than 100 Lego stores.

According to the observation report of Huacheng import and export data, for the global "toy giants", the Asian market dominated by the Chinese market has always been an advantage for its performance growth in recent years: in 2019 and 2020, its retail sales in the Chinese market maintained a strong posture of double-digit growth.

Compared with the toy industry, there are few toy enterprises that can maintain the rapid growth of performance in the current epidemic environment. In addition to Lego, Jakks Pacific continued to maintain a positive momentum. According to the import and export data, the performance in the second quarter reached a new high, with a net sales of $220.4 million, an increase of 96.2% over the same period last year. Jakks' core toy and consumer goods sales soared 82.6%.