In turn, the LEGO Group was named the world’s most reputable brand (source: Global RepTrak). In 2021, consumer sales grew 36%, marking a revenue growth of 43% ($3.5 billion) and doubled operating profits to $1.2 billion.
LEGO sets frequented the must-have lists of consumers worldwide through lockdowns and holiday seasons, with LEGO “Star Wars,” LEGO City, LEGO “Harry Potter” and LEGO Creator Expert becoming top-performing themes in a long catalog of innovative products. Annual brand growth has cyclically supported new in-house initiatives, most notably the promise to invest $400 million over three years to accelerate sustainability programs through the brand, LEGO Education sets and give-back program through the LEGO Foundation. Each initiative plays an essential part in the ongoing context of the LEGO brand.
Want to learn more?
Check out the February issue of License Global now!
Read more about:
Subscribe and receive the latest news from the industry.
Join 62,000+ members. Yes, it’s completely free.