BusinessLego’s profits are built on top of its bricks...

Lego’s profits are built on top of its bricks — by making something for everyone


- Advertisment -sslate

When all the pieces fit… Lego, the world’s largest toy biz by revenue, revealed it hit record sales and profits in the first half of this year.

The family-owned Danish toy giant nearly went bankrupt in 2003 after lots of kids abandoned IRL toys for video games. But the pandemic boosted sales across the toy biz.

  • Lego raked in a whopping $990M profit for the first half of 2021 — 1,000% more than Hasbro, the world’s No. 2 toymaker. Part of the reason:
  • While Hasbro hiked prices because of the global supply crunch, Lego avoided Brickflation by building factories (#RealBricks) in its biggest markets.


Build a brick… Unlike Hasbro and Mattel, which sell huge catalogs of toys ranging from Nerf Guns and Play-Doh to Barbie and Hot Wheels, Lego built its entire business around humble plastic bricks. And recently it’s found new ways to expand the Lego life:

Bricks for all: Lego adapted its bricks to audiences with nearly every interest imaginable, from Roman history to video games. It partnered with cultural giants like Marvel to boost popular appeal. Think Minecraft, Harry Potter, and Frozen Lego sets.


The Lego-verse: By keeping its core brand simple, Lego laid the foundation for IRL extensions like Legoland theme park and Lego Stores staffed by “Brick Specialists.” It expects to open 174 new stores this year.


The fun is in the franchise… So is the money. Following in Disney‘s footsteps, Lego and other toy giants are focused on expanding toy lines into movies: Lego has released several successful Lego flicks, Mattel is developing 13 live-action movies based on popular toy brands like Barbie and Polly Pocket, and Hasbro has already built Transformers into a $5B movie mega-franchise.

Sunshine Slate
Sunshine Slate
Sunshine Slate is your news, entertainment, music fashion website. We provide you with the latest breaking news and videos straight from the United States of America.


Please enter your comment!
Please enter your name here

Latest news

Hosepipe-Ban Garden Survival Guide

Sproutl’s Creative Director, Hollie Newton shares her top tips for gardening in a drought.

Inspiration & Ideas for Coffee Table Decorations to spruce up your Living Space

Once you have got one that fits in with the rest of your furniture, finding inspiration to decorate it beautifully is the next task. 

Massachusetts Ranks #1 in Child Well-Being

Massachusetts ranks first in the nation for children's well-being, according to the 2022 Kids Count Data Book from the Annie E. Casey Foundation.

Vote Expected Today in U.S. House on Inflation-Reduction Act

Health advocates are hailing the new Inflation Reduction Act, saying it would be the biggest health-care reform since the Affordable Care Act.
- Advertisement -

Florida’s Child Well-Being Report Card Shows Increase in Mental Distress

Children's advocacy groups are calling on lawmakers to do more to improve the well-being of Florida's kids.

Top Reasons That Show Why Roof Restoration Is Necessary?

These are just five of the major advantages of roof restoration to contemplate a potential home seller. Roofing sustenance is a crucial...
- Advertisement - Motel 6

Must read

Best Apps for your New Mobile Phone

We can install any app from the google play store very quickly. Let’s take a look at some most amazing apps for android mobile phones.

4 Easy Ways to Treat Yourself

Even the little act of purchasing new socks can make a great difference to your sense of contentment. Rather than purchasing impractical gifts, you could make life more enjoyable by spending less money on treats that make you happy at that moment.
- Advertisement -
- Advertisement -sslate

You might also likeRELATED
Recommended to you