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News Archives

How Lego Won The Pandemic Game

Thursday October 7th, 2021

By : Rob Litterst
Source : The Hustle

Playtime has been moving online for years now. In January 2020, the CDC reported the following screen time statistics:

  • US children between 8-10 spend an average of 6 hours per day in front of a screen
  • US children between 11-14 spend an average of 9 hours per day in front of a screen

Despite the pandemic accelerating the trend, Lego is proving that kids still have an appetite for analog toys.

The company is already considered the top toymaker in the world and cemented that status after posting a 46% jump in first half sales, according to The Wall Street Journal. The firm attributes its success largely to holding firm to a long-term multichannel strategy that includes:

  • Ramping up improvements to its digital platforms (digital sales increased 50%)
  • Continuing to open brick-and-mortar stores, including a new immersive format that recently piloted in New York 

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