Lego sees online traffic double to 100 million driving return to growth

Lego has seen sales rocket 14 per cent in the first half of the year as traffic to its online website more than doubled to 100 million.

The Danish toy maker enjoyed a sharp rise in sales during the first six months of the year, largely driven to a significant investment in its ecommerce operations last year.

Lego saw sales rise 14 per cent despite revenues only rising seven per cent to 15.7 billion DKK (£1.87 billion), while operating profit rose 11 per cent to 3.9 billion DKK (£470 million).

READ MORE: Lego could be next to launch a rental scheme

The discrepancy between sales and revenue was due to it being forced to close production of its goods in China and Mexico temporarily due to coronavirus, instead using its existing inventory to meet demand.

Despite Lego closing all of its 616 stores during the pandemic, the sharp rise in online visitors successfully mitigated a drop in sales.

“We saw a very positive development during the coronavirus lockdown when families began playing and building Lego sets together,” Chief Executive Niels Christiansen said.

“We’ve seen momentum continue into the second half of the year even after people started going back to work and to school. So the result is not just a reflection of two months when everyone was sitting at home.”

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