Lego Leads the Toy Industry Amidst Sales Decline

The toy industry is headed for its second consecutive annual sales decline, but Lego is bucking the trend. The Danish company saw revenue jump 13% in the first six months of the year and continues to snap up market share. Lego has reshaped its business and diversified its customer base, helping it to elevate sales even in inflationary market conditions. A customer reaches for a box from the Lego Dots range at the Lego A/S store in London, U.K., on March 7, 2022.

At a time when toy companies are struggling to match the massive gains of pandemic-era sales, Lego is growing rapidly. Its strategy has involved delving into the world of licensing, catering to adults as well as kids, tapping into the digital gaming world, partnering with studios and streamers to bring Lego content to consumers and building manufacturing sites close to distribution hubs to smooth the supply chain. Recent standouts among its tried-and-true portfolio are newly emphasized'passion points,' kits that appeal to a wide variety of consumers, from those obsessed with franchises such as Star Wars and Harry Potter to car enthusiasts and animal lovers. 'Lego has consistently bucked the trend the past few years,' said James Zahn, editor in chief of The Toy Book.'When other companies go down, Lego tends to go up. 'When you look at toy sales, Lego has just been driving all the growth in the industry this year,' said Eric Handler, managing director at Roth MKM.

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