
Lego surpasses 1000 global retail stores
Lego has intensified its efforts to establish a significant presence in the Chinese market, contributing to the opening of 147 stores worldwide last year, many of which were in China. This expansion has brought Lego’s total number of physical stores to over 1000, according to the company’s annual report. CEO Niels B. Christiansen emphasized the importance of increasing Lego’s brand recognition in China, as many consumers there did not grow up with Lego in their families. Building the brand in China has been a larger task compared to other countries. Despite a challenging toy market, particularly in China facing economic issues, Lego’s revenue grew by two percent to 65.9 billion Danish kroner in 2023, with American and European consumers contributing to this modest growth. Moreover, Lego is striving to enhance its digital presence alongside its physical stores, aiming to collaborate digitally with top designers, a capability they have achieved in the past few years.