Be the first to get the freshest insights and events info to your inbox. It would put money into opening stores, while shipping less product to retailers in the US and Europe. Lego’s growth plans included adding stores to less central cities in China. Global consumer sales grew 3 percent, while revenue for the full year grew 4 percent to DKK 36.4 billion, up from 35.0 billion in 2017. “Last year, we were pleased with the response to our homegrown themes such as LEGO City and LEGO Technic.

That’s how Lego established a sound growth strategy and pushed forwards with confidence.

Chief Executive Niels Christiansen said Lego had taken “the active choice” to bring down operating profits by 16% in order to invest more. We also grew market share in our largest markets around the world, bucking industry trends. Lego is also thinking about other aspects of the company’s sustainability – it’s pledged to use sustainable materials in its products and packaging by 2030. Since 2007, Lego has tripled its revenues globally and achieves an operating profit margin of almost 25%! “We are especially encouraged by our progress given the challenges facing the toy industry and the departure of specialist retailers such as Toys R Us. “We are making these investments from a sound financial base to capture the opportunities being created by mega-trends, such as digitalisation and global demographic and economic shifts which are reshaping the industry. Fax: +44 01937 842110, We’re proud to sponsor TABS Cricket Club, Harrogate Town AFC and the Wetherby Junior Cricket League as part of our commitment to invest in the local community, Company Reg no: 04489574 | VAT reg no 816865400, © Copyright 2018 |Privacy & cookies|Terms of use, AQA A-Level Business Calculation Practice Book, Advertise your teaching jobs with tutor2u.

“We have now come to a point where we are really active to the new wave of growth.

Check out 6 Ways to Break Through the Barriers to International Expansion. We were also encouraged by the positive reaction to new products and experiences which integrated digital play, such as the augmented reality app, AR Playgrounds, the DUPLO Cargo Train, which introduces coding to our youngest fans and LEGO BOOST which makes robotics intuitive and fun. The growth story of Lego is an organic one.

It doesn’t have to be supranatural, we just want to make sure we are reaching more kids and we stay relevant and engaging. So what’s next for Lego?

The LEGO Group colleagues also brought play to children in need. This investment contributes to the LEGO Group’s continued ability to meet its commitment to be 100 percent balanced by renewable energy. Privacy Policy.

Boston Spa, That means Goldin’s role encompasses both product and marketing, which she describes as a “really big shift” for the company. It will also impact our costs. The Group will further expand its presence in the Middle East and explore opportunities in new markets where there is a large and growing middle class population, such as India. In China, a strategic growth market for the Group, revenue grew strong double-digits as the brand expanded into new cities and built its presence on ecommerce, digital and physical platforms. The company’s long term growth strategy includes a push into India and it has announced plans to open an office in Mumbai.

“Store expansion should help secure sales growth. In constant currency, revenue grew 7 percent compared with 2017.

CEO Niels Christiansen announced that 80 new stores would be launched in China during 2019, adding to the existing 60, and giving it a presence in 35 cities.

Research showed that Chinese kids play with Lego in much the same way as children of any nationality, and so the toymaker would not be developing product lines specifically for Chinese or Asian markets.

Every quarter we survey British consumers on their brand awareness and preferences in relation to the appliances & electronics industry.

The Chinese authorities have been supportive in helping to uphold the firm’s intellectual property – Lego has won cases against six copy-cat companies. Revenue grew 4 percent to DKK 36.4 billion; operating profit grew 4 percent. Lego, Europe's biggest toymaker, boosted profit and market share in 2012 as demand for its new building block sets for girls propelled sales growth. Lego’s new brand growth strategy paid off – they returned to growth again in 2018, with profits and sales both increasing by 4%. Equally, when opportunities present themselves, you need to be able to react quickly to take advantage of them.

The top selling themes in 2018 in no particular order were LEGO® City, LEGO® Technic™, LEGO® Star Wars™, LEGO® Friends and LEGO® NINJAGO®. BILLUND: February 27, 2019: The LEGO Group today reported earnings for the full year ending December 2018. The toy trade is all about what’s new, so the only way to shift the stock was by slashing the price – devaluing the brand in the process. Christiansen said: “It is a privilege to work for a brand that is so deeply purpose driven and committed to having a positive impact on society. One lesson the Lego’s growth strategy teaches us is how important it is to stay agile. To jump straight to our ... read more, Welcome to the second feature in our new Creative Spotlight series. “The fact that hundreds of millions of Chinese consumers will form an increasingly affluent middle class in the coming years is a huge opportunity for us,” said Lego spokesperson Roar Rude Trangbaek. It focuses on using new product development and innovation as the driver of revenues and profits - to great success. Lego’s new brand growth strategy paid off – they returned to growth again in 2018, with profits and sales both increasing by 4%. Do you see the glass half-full or half-empty? All students preparing for mock exams, other assessments and the summer exams for either AQA or Edexcel GCSE Business.

He is the current CEO of the Lego Group, and has been since October 2004. We are pleased to have achieved this, and to have delivered modest top and bottom-line growth. Become a lumbering beast, and it’s not easy to change course when you see the landscape changing. 2018 Performance Highlights:Global consumer sales grew 3 percent in 2018 compared with 2017.Revenue for the full year grew 4 percent to DKK 36.4 billion. In this additional interview with Reuters, Jørgen Vig Knudstorp explains how he is looking to Lego game 'Legends of Chima' and ongoing collaboration with leading movie makers around the world to spur growth. And it’s not just the analysts who are praising the brand – for the second year in a row, UK consumers have named Lego as their favourite brand. How many key strategic business strategy concepts can you spot: Long-term business planning; Joint ventures and strategic partnerships; Organic growth through new product development That creates a lot of hunger in the organisation,” she concludes. As Head of LEGO Retail, Claus Flyger Pejstrup, said: “Our LEGO stores are a great tool for building brand awareness and emotional connection with our fans.”. “We’d like to thank our talented colleagues who did an outstanding job executing plans during the peak holiday season.”. In China, a strategic growth market for the Group, revenue grew strong double-digits as the brand expanded into new cities and built its presence on ecommerce, digital and physical platforms. 5 minutes of business studies gold here with an interview by Bloomberg with the CEO of global toy brand Lego. Operating profit was DKK 10.8 billion compared with 10.4 billion in 2017 an increase of 4 percent. Just tell us where to send it.

He succeeded Kjeld Kirk Kristiansen and is the first non-family member to head Lego. In the five years leading up to this point, Lego had invested in massive growth.

Plus, in Q1 of each year we dive deeper into the data to create a report on the state of the industry. These shifts gave us the opportunity to strengthen our partnerships with retailers and find new ways to connect with shoppers and consumers across digital and physical channels. The company also plans to open more than 70 Lego brand stores outside of China this year, including its fifth flagship store in Amsterdam, The Netherlands.

It focuses on using new product development and innovation as the driver of revenues and profits - to great success. If you have any questions, use the chat, call or send us an email, Lego has won cases against six copy-cat companies, UK consumers have named Lego as their favourite brand, to use sustainable materials in its products and packaging by 2030, 6 Ways to Break Through the Barriers to International Expansion. The idea would be to get on some kind of journey like we are on in China.”. The LEGO Group’s portfolio also comprised new products which blended the brick with digital play. We would rather do the investments upfront to be leading that change.”. Lego has been delighting kids (and bringing pain to grownups’ feet) for close to 90 years. “We have added complexity into the organisation, which now makes it harder for us to grow further.

It also underlines how vital it is to go after international expansion to secure long-term growth (alongside research to back up your plans). During the year, the company introduced the first elements made from plant-based plastics and pledged to use 100 percent sustainable packaging by 2025. “Within 10 years, there will be 100 million kids in India living in middle-class families,” Christiansen told the FT. “They are strong into education and products like Lego are very high on the wish list.

In China, the company will accelerate expansion and open 80 stores in 18 cities during 2019, starting with a new flagship store in Beijing which opened on February 22. It would, though, seek to combine physical and digital play to adapt to China’s advanced digitisation. What motivates our colleagues around the world is the role they can play, big and small, in helping more and more children around the world learn through play.”, For further information:LEGO Group Press OfficePh: +45 7950 4919media@LEGO.com. Just released figures for the first half of 2019 show steady progress with a 5% increase in global sales, including double-digit growth in China. Goldin and her team are now working to position Lego as one brand globally, and are preparing for future growth by creating a “holistic, immersive experience for consumers”.

It is simply packed with core business concepts including market segmentation, innovation, competitive advantage and finance. We will continue to invest in both our core and in new technology which brings the brick to life in wonderful and unexpected ways.”. “And most importantly what that leads to is they are more agile and responsive to the marketplace.”. Since 2007, Lego has tripled its revenues globally and achieves an operating profit margin of almost 25%! Opening its third-largest global factory (in the city of Jiaxing) positioned Lego to supply products not only for the Chinese market, but other Asian markets too, including Japan and South Korea. LS23 6AD, Tel: +44 0844 800 0085 Meanwhile, Lego will “invest heavily in e-commerce”, ensuring it won’t lose sales to online rivals like Amazon, which was blamed for last year’s collapse of Toys R Us.