Everything is awesome: Lego sales surged 21% as kids stayed home

The Danish toy company’s push to online sales helped offset disruptions to its business caused by coronavirus pandemic restrictions.

Sales of Lego sets surged last year as more children stayed home during global pandemic lockdowns and parents bought the colourful plastic bricks to keep them entertained through days of isolation. Lego Group, a privately-held Danish company, said its net profit rose 19 percent to 9.9 billion kroner ($1.6bn) as sales jumped 21 percent and it grew its presence in its 12 largest markets. Lego, which on top of its sets also earns money from video-game apps, seems to be one of the businesses – like online retailers and technology companies – that were well placed to earn money from the massive disruptions in society worldwide during the coronavirus pandemic.