Built Business Tough

Lego profits soar as parents seek solution for bored kids

A grown-up craze for Lego sets during lockdown has sent growth at the Danish toy maker surging to a 5-year higher.

Much more older people are buying themselves bigger and more complicated Lego sets amid a lookup for hobbies while shops, pubs and eating places are shut. A detailed Lamborghini auto is among the finest-providing items.

On-line income have been also boosted as shops throughout the world have been pressured to close and parents sought to entertain small children trapped at household.

Functioning profits rose 19pc to twelve.9bn Danish kroner (£1.5bn) final year while revenues climbed 13pc to 43.7bn kroner (£5bn). Shopper income jumped by extra than a fifth.

Lego was also boosted by its new Tremendous Mario sets, which mix physical bricks with digital online games.

The enterprise options to ramp up investment in comparable solutions this year, including this month’s launch of Vidiyo – a tie-up with Common Audio that permits small children to make their have music movies with distinctive consequences and filters.