Lego profits soar as parents seek solution for bored kids

A developed-up fad for Lego sets during lockdown has sent growth at the Danish toy maker surging to a five-yr higher.

A lot more grownups are shopping for themselves bigger and more complicated Lego sets amid a lookup for hobbies even though outlets, pubs and places to eat are shut. A detailed Lamborghini auto is among the finest-selling products.

On-line product sales ended up also boosted as shops worldwide ended up compelled to close and parents sought to entertain young children stuck at home.

Running gains rose 19pc to 12.9bn Danish kroner (£1.5bn) final yr even though revenues climbed 13pc to forty three.7bn kroner (£5bn). Customer product sales jumped by far more than a fifth.

Lego was also boosted by its new Tremendous Mario sets, which blend physical bricks with electronic games.

The firm options to ramp up investment in similar merchandise this yr, including this month’s release of Vidiyo – a tie-up with Common Music that permits young children to make their individual songs video clips with unique results and filters.