The Lego boom: sales and profits don’t stop

Not only colored bricks: apps for smartphones and video games are also strong. In 2022 the company’s revenues amounted to 8.59 billion euros, now the big challenge is to invest in the metaverse

This story begins with “once upon a time”. Well, talking about toys it’s a trivial incipit. But be careful calling them toys because Legos are so much more. With all due respect to Barbie, their great adversary, those colorful plastic bricks are taking a leap into the future, yes, right into the metaverse. A choice that rewards the Danish group: sales and earnings do not stop, last year revenues reached 8.59 billion euros (+17 percent) and profits are close to two billion (exactly 1.85 billion +4 percent). Mattel, the American mother of Barbie and Ken, is at least three billion away with earnings of just $383 million, down from a year earlier. Even Hasbro, that of Monopoly and Nerf guns, has lagged behind.