Lego sales boomed in its latest half-year as shops reopened and stalwarts such as Harry Potter and Star Wars characters continued to attract huge demand.
Total sales rose 46% to kr23bn (GBP2.5bn) while direct sales made to consumers through shops and other outlets jumped 36% boosting its market share and putting it comfortably ahead of other toy makers and the industry generally.
Net profit more than doubled to kr6.32bn even though the group said it has spent heavily on improvements such as a new retail store format, eCommerce and also efforts to make its plastic products and operations more sustainable.
“As we look ahead to the second half of 2021, we continue to see strong demand for our products,” chief executive Niels B Christiansen said, though he expects more normal trading to re-establish itself in time.
At the end of June, Lego had around 740 stores of which 40% were in China.
