LEGO Technic Concrete Mixer Truck | Source: The LEGO Group

The LEGO Group remains one of the few privately owned companies to report earnings, and in 2020 it experienced double-digit growth in sales and revenue.

In its annual report, LEGO says that consumer sales for its building sets grew 21% last year while total revenue grew 13% when compared to 2019. LEGO’s operating profit grew 19% as it grew its global market share with particularly strong growth in China, the Americas, Western Europe, and Asia Pacific.

“We are very pleased with these results. They show the timeless relevance of the LEGO brick and learning through play,” says Niels B. Christiansen, CEO, The LEGO Group. “This performance is also a testament to the passion, creativity and resilience of our people. Despite the challenges of the pandemic, they worked tirelessly to keep the world playing.”

Related: State of the Industry Q&A 2021: LEGO

Despite the COVID-19 pandemic, LEGO opened 134 new stores last year, including 91 in China which remains its fastest-growing market. Top themes — in no particular order — include LEGO Classic, LEGO Technic, LEGO City, LEGO Star Wars, and LEGO Friends. Additionally, traffic to doubled last year as the company made a big push into digital.

“For the past two years we’ve made large-scale investments in initiatives designed to support long-term growth,” Christiansen says. “In 2020, we began to see the benefits of these, especially in e-commerce and product innovation. We will further increase investments during the coming year with a continued focus on innovating play, our brand, digitalization and developing an omnichannel retail network.”

The company notes that LEGO Super Mario quickly became one of its most successful theme launches with a mix of physical and digital play. The next evolution in the combined play pattern is LEGO VIDIYO which launched in the U.S. this month.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.