What’s going on here? Lego said on Tuesday that it made record-breaking sales last year, giving the world’s biggest toymaker serious bragging rights over struggling rivals Mattel and Hasbro. What does this mean? Lego’s sales for the year came in at just under $11 billion – 13% higher than in 2023. That’s especially impressive when you consider that the industry shrank by 1%. The Danish company bucked the trend by doing some building of its own, expanding its product range to a record 840 sets and crafting digital experiences with augmented reality. Plus, Lego invested in factories, gaming ventures, and brand collaborations with the likes of Nike and Formula 1. But that came at a price: those investments and rising costs weighed down margins, so the firm’s profit rose just 5%. Why should I care? Zooming in: Lego built this empire brick by brick. Lego could’ve sat back while its best-selling Star Wars and Harry Potter sets flew off the shelves. But determined to win over new customers, the company developed fresh toys aimed at women, older shoppers, and collectors – like the Botanicals and Technic sets. That’s a sharp contrast to rivals Hasbro and Mattel, both of which tend to lean on legacy franchises like Barbie and Monopoly. Lego’s been wise enough to cut out the middleman where it can, too. Rival firms have seen stuttering sales from retail partners, but Lego’s direct-to-consumer online and in-store business picked up by 12% last year. The bigger picture: Remember what they said about slow and steady. US tariffs could impact Denmark, Lego’s home country, as well as Mexico – host of the company’s biggest factory hub. But the toymaker is famous for handling crises (from the pandemic to rising prices) with a steady hand and long-term vision. And Lego’s on the same tack this time, calmly standing by its plans to invest in supply chains and factories in the US and Vietnam. |