That LIGO bricks were more popular than ever had been understood since the Billund company owned by the family of historic founder Ole Kirk Kristiansen surpassed Mattel and Hasbro in 2014 to become the world’s number one toy manufacturer.
But the excessive success seems to be bringing problems to LEGO for Christmas.
Sales are up 18 percent and production can’t keep up with orders. Spokesman Roar Trangbaek told Reuters news agency, “We will not be able to fulfill all the orders from customers.” No other details were released about which European countries will be most affected by the stock out.
This steady and unstoppable growth seems to have caught off guard a company that, despite its planetary success, is still family-owned. A detail that I personally appreciate, mixing passion and tradition with the search for innovation, conveying it in the creation of each piece.
LEGO has already expanded its production lines in the past few years and, in addition, has started construction of a new factory in Jianxing, China, 100 kilometers from Shanghai, which will serve the Asian market with an investment of more than 3 billion kroner (about 400 million euros). After all, a single mold for a single LEGO brick can cost up to 200,000 euros. Significant figures that demonstrate, if there was still a need, the extreme quality of LEGO toys.
Other investments are planned in Mexico, and will lead to the creation of 3,000 new jobs.
For this Christmas, however, many children may not receive the long-awaited toy due to exhaustion. If you plan to give one of the popular LEGO brick sets for Christmas, my advice is to secure it as soon as possible. If you are still unclear, take a look at our fact sheets.
My advice? With Star Wars Episode VII coming to theaters on Dec. 16, I could only recommend one of the sets dedicated to the legendary sci-fi saga.
My favorite? but of course the LEGO Star Wars Millennium Falcon.
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LEGO Star Wars
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