Pakistan(National Times)- Lego has broadened its product range to reach new customers, and CEO Niels Christiansen said the Lego Botanicals sets \u2013 flower bouquets and plants made of bricks \u2013 were popular gifts and had helped attract more teenage girls and women. \u201cWe have had really strong momentum, particularly also in the U.S. in 2024, we ended the year well and we\u2019ve actually seen that momentum continue into 2025,\u201d Lego CEO Niels Christiansen said in an interview. Lego has gained market share in \u201cjust about every market\u201d, Christiansen said. Lego\u2019s overall revenue grew 13% to 74.3 billion Danish crowns ($10.82 billion), up from 2% growth in 2023. Known for its long-running Star Wars and Harry Potter franchises, Lego has also created offline versions of online worlds popular with today\u2019s children, teens, and even adults, launching sets inspired by video games Animal Crossing and Fortnite last year. Lego increased its range of sets last year to 840, 46% of which were new, and said it was tapping into a \u201cpassion of sport\u201d through partnerships with Formula 1, as motor sports grows in popularity, and with sportswear giant Nike. Sales from Lego\u2019s own stores and website grew by 12%, even as the broader toy market declined by 1%. Operating profit was up 10% to 18.7 billion Danish crowns. Lego plans to expand its store footprint further this year, expecting to open around 85 stores globally, up from about 70 in 2024, Christiansen said. Lego\u2019s biggest manufacturing site is in Monterrey, Mexico, but Christiansen shrugged off the impact of U.S. President Donald Trump\u2019s tariffs on Mexico. \u201cTariffs is not what\u2019s keeping me awake at night,\u201d Christiansen said, asked about the impact of U.S. tariffs on Mexico. \u201cWe will not panic \u2014 we are analysing, looking at the scenarios and we will be thinking long-term about it also in the sense that we won\u2019t do things that can destroy the good momentum we have,\u201d he added. The Danish family-owned company is building new factories in the U.S. state of Virginia and in Vietnam, and is expanding the Monterrey factory and facilities in China and Hungary. The Virginia factory, part of Lego\u2019s aim to bring production closer to consumers, should start producing in 2027 while the Vietnam factory will start up this year.<\/p>\n","protected":false},"excerpt":{"rendered":"
Pakistan(National Times)- Lego has broadened its product range to reach new customers, and CEO Niels Christiansen said the Lego Botanicals sets \u2013 flower bouquets and plants made of bricks \u2013 were popular gifts and had helped attract more teenage girls and women. \u201cWe have had really strong momentum, particularly also in the U.S. in 2024, […]<\/p>\n","protected":false},"author":2,"featured_media":100452,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-100451","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-international","entry"],"yoast_head":"\n