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Tag: Lego

  • Experience a Blend of Tradition and Innovation at Lego’s Largest Store in South Korea, Now Open in Seoul

    Experience a Blend of Tradition and Innovation at Lego’s Largest Store in South Korea, Now Open in Seoul

    Lego has inaugurated its biggest retail outlet in Yongsan, Seoul, South Korea, with an objective to increase its attractiveness for millennial and Generation Z consumers.

    Store Overview

    The flagship location spans an expansive 396 square meters and showcases a vibrant fusion of traditional and modern elements under its “K-culture” theme.

    Exhibits and Features

    The store features a variety of large-scale Lego installations. These include a massive five-meter wide ‘Irolobongdo’ mosaic and a detailed diorama of Gwanghwamun and Geunjeongjeon, constructed using over 185,000 Lego bricks. The installations draw inspiration from various elements of Korean culture, including the Gwangjang Market and the country’s popular fried chicken.

    Interactive Zones

    In addition to the exhibits, the store also offers interactive areas for visitors. The Pick-a-Brick Zone allows customers to choose from a variety of Lego bricks in different shapes and sizes. The Build Your Own Minifigure Zone provides an opportunity for visitors to design and create their own custom mini figures. Free assembly is offered at brick play tables within the store.

    Future Plans

    Lego has expressed plans to continuously revamp and innovate, with an aim to ensure new experiences for visitors each time they visit the store. The company has announced year-end festive events as part of their initial initiatives to bring this vision to life.

    Questions & Answers

    What is the size of the new Lego store in Yongsan, Seoul?
    The Lego store in Yongsan, Seoul spans an expansive 396 square meters.

    What are the interactive areas in the new Lego store?
    The store offers a Pick-a-Brick Zone, where customers can select from a variety of Lego bricks, and a Build Your Own Minifigure Zone, where visitors can create custom mini figures.

    What does the future hold for this new Lego store?
    Lego has expressed its commitment to continuously evolve and innovate, ensuring new experiences for visitors every time they visit. The company’s plans include hosting festive year-end events.

  • Lego Reports Record Revenues In 2025: Strong Global Demand, Innovative Products, And Sustainability Efforts Drive Growth

    Lego Reports Record Revenues In 2025: Strong Global Demand, Innovative Products, And Sustainability Efforts Drive Growth

    The Lego Group marked the commencement of 2025 with a significant increase in revenue and profit, buoyed by worldwide demand, strategic partnerships, and the introduction of new products.

    The company’s financial results reveal a 12% annual increase in revenue, reaching a total of US$5.3 billion. Concurrently, net profit experienced a 10% boost, amounting to $1.01 billion. The operating profit mirrored this trend with a 10% rise, culminating at $1.4 billion. These figures reflect the company’s impressive performance, outstripping the global toy market’s estimated growth of 7% over the same timeframe.

    Driving Forces of Growth

    CEO Niels B Christiansen attributes the company’s upward trajectory to its vast and innovative product range, which retains relevance across various age groups and interests. He also emphasized the company’s solid financial foundation built over several years, underpinning its continued investment in capacity growth and strategic initiatives.

    Consumer sales saw approximately a 13% increase, propelled by bestselling items. These bestsellers encompass a combination of original and licensed themes, such as Lego City, Lego Technic, Lego Botanicals, Lego Icons and Lego Star Wars. The group is also looking forward to launching a collaboration with Pokémon in the coming year.

    Lego set a new record within the first half of its 2025 fiscal year by releasing 314 new sets. This achievement underscores its focus on product innovation and its intent to broaden its appeal to diverse age groups and interests.

    Global Expansion and Sustainability Efforts

    The company’s growth is largely credited to robust consumer demand, particularly in the United States and various regions of Europe, the Middle East, and Africa. Lego further bolstered its global presence by opening 24 new stores, including its inaugural store in New Delhi. This expansion brings its total store count to 1079 across 54 markets.

    Despite the challenges posed by inflation and global trade tensions, Lego managed to maintain stable supply chains through its manufacturing network spread across Denmark, Mexico, Hungary, China, and Vietnam. The construction of a new factory in Virginia is progressing as planned, with operations expected to commence in 2027.

    On the sustainability front, Lego reported a considerable increase in its use of materials from sustainable sources. The company is on track to achieve its 2025 goal of sourcing 60% of materials from sustainable sources, with 53% sourced from mass balance materials and 7% sourced from segregated content.

    Christiansen reasserted the company’s commitment to inspiring and nurturing children worldwide, which includes ensuring a healthy planet for future generations. He noted the company’s strong position to invest significantly in sustainable growth both presently and in the future.

    Questions & Answers

    What are some of the key factors contributing to Lego’s growth?
    The company attributes its growth to its wide and innovative product range, strong global demand, particularly in the U.S. and parts of Europe, the Middle East, and Africa, and its continued investment in capacity expansions and strategic initiatives.

    How is Lego responding to inflation and global trade tensions?
    Through its extensive manufacturing network in Denmark, Mexico, Hungary, China, and Vietnam, Lego has managed to maintain stable supply chains despite these challenges.

    What is Lego’s stance on sustainability?
    Lego has significantly increased its use of materials from sustainable sources and aims to source 60% of its materials from such sources by 2025. The company remains committed to ensuring future generations inherit a healthy planet.

  • Toymaker LEGO opens $1.3B green factory in Vietnam

    Toymaker LEGO opens $1.3B green factory in Vietnam

    Danish toymaker LEGO Group inaugurated its first factory in Vietnam, an over-US$1.3 billion green investment, at the Vietnam-Singapore Industrial Park III in the southern province of Binh Duong.

    The factory, inaugurated on Wednesday, is set to employ about 4,000 workers. It is expected to bolster LEGO’s supply chain in Asia, reflecting its global leadership in toy manufacturing.

    The facility, LEGO’s sixth globally and second in Asia, stems from active collaboration between the Vietnamese Government, ministries, agencies and Binh Duong authorities to attract hi-tech and green-focused foreign investment.

    Once fully operational, the factory will run entirely on renewable energy from an on-site solar system, serving as a model for green manufacturing and supporting Vietnam’s shift to a circular economy.

    Niels B. Christiansen, CEO of LEGO Group, called it a strategic move to expand the manufacturing capacity in the Asia-Pacific while reaffirming LEGO’s long-term commitment to sustainable development.

    Deputy Prime Minister Mai Van Chinh hailed LEGO’s investment as a boost to Binh Duong’s reputation as a hub for global manufacturers, citing its prime location, strong transport links, and pro-business climate.

    LEGO is also investing in Vietnam’s workforce, with over 100 foreign experts training local technical and management staff. The company plans to partner with educational groups to bring play-based learning to over 60,000 Vietnamese children this year.

    A distribution center in the nearby province of Dong Nai, its second logistics hub in Asia, is also slated for opening later this year.

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  • Lego reveals new Apac leadership

    Lego reveals new Apac leadership

    The Lego Group has appointed Claus Kristensen as its new senior VP for Asia Pacific (Apac) to oversee the region and newly reshuffled business units.

    Kristensen will succeed Eric Maugein, who stepped down after nearly 20 years at the company to begin a new chapter in his career.

    An 11-year veteran of Lego, Kristensen previously worked in the region as VP of Marketing and B2B e-commerce.  His earlier roles include VP and GM of Australia & New Zealand and head of executive strategy at the Lego Group’s headquarters.

    He brings commercial and marketing experience to the role, together with his strategic mindset and inclusive leadership style.

    “I am so proud to be part of this company and will be focused on working with the team to deliver a step-up in business performance as we empower more kids and adults around Asia Pacific to unlock the power of creative play,” Kristensen said of his appointment.

    In his new position, he will report to chief commercial officer Colette Burke and be part of the markets & channels leadership team.

    The Lego Group has also implemented a new organisational structure in line with its ambitions in Apac and to serve high-growth markets. The company introduced two new business units: India & Emerging Asia (IEA), and Singapore, Malaysia and Travel Retail (SMTR).

    “This change deepens our commitment to these markets and sets us up to accelerate growth by unlocking new possibilities with dedicated resources, synergies in tackling similar challenges, and continuous innovation to enhance our ongoing relationships with our partners,” Kristensen elaborated.

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  • $1-bln Lego plant construction starts in Vietnam

    $1-bln Lego plant construction starts in Vietnam

    Construction of a $1-billion Lego plant began Thursday in the southern province of Binh Duong.

    Covering 44 hectares in Vietnam-Singapore Industrial Park 3, the plant is scheduled to create some 4,000 jobs and launch its first products in 2024.

    This is the sixth plant of the Danish toy company worldwide, and its second in Asia. It is Lego’s first carbon-neutral plant in the world, using electricity from rooftop solar cell panels and a nearby solar farm.

    Lego CEO Niels Christiansen said the toy maker chose Vietnam for its big pool of skilled staff, commitment to carbon-neutrality by 2050, and location as gateway to the Asia-Pacific region, which boasts a growing market of young consumers.

    The Lego plant in Binh Duong is the biggest foreign-invested project in the province since the Covid outb Lego collector recreates Vietnam street scenes in miniature reak.

    Lego opened its first Asian plant in China during 2016. The Danish firm’s products are sold in over 130 markets.

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  • An Entire Lamborghini Crafted From LEGO

    An Entire Lamborghini Crafted From LEGO

    The Lamborghini Sian hypercar has created ripples ever since it debuted globally. The huge prices and the exclusivity mean that few people will be able to get their hands on one of these rare beauties! However, in a fun alternative, LEGO Group has collaborated for a unique and engaging activity with Automobili Lamborghini. It has built a life-sized replica version of the fabulous Lamborghini Sian FKP 37 vehicle.

    A 15-member team worked for more than 8,660 hours in development and immaculate construction to build this veritable masterpiece of a LEGO creation! It makes use of more than 400,000 Technic and LEGO elements for its construction. The life-size model has proportions that are absolutely the same as the actual Lamborghini Sian hypercar. Every body panel has been built with the complex bespoke hexagonal LEGO Technic elements which interconnect.

    They also pay a special tribute to the iconic and signature six-sided Lamborghini design and shape. Interiors are also top-class for the LEGO model with signature touches like the brick steering wheel with the Lamborghini logo and the Italian flag as well. LEGO has also built special racing seats and dashboard controls for the replica. 154 unique elements from LEGO, which included 20 molded pieces, were created for building this replica. This indicates the design of the Lamborghini Sian right down to the very last detail and mirrors the dimensions perfectly.

    The replica also gets a neat paint-based finish with a special UV color coated effect and this was put by the paint shop of Lamborghini. The LEGO model for the Lamborghini Sian weighs around 2200 kilograms which is just as heavy as a regular full-sized SUV! Booking the LEGO scale model is even rarer and almost impossible! It may be actually easier to get your hands on the real-life Lamborghini Sian hypercar than getting the LEGO version for home! This is a one-off development for LEGO’s own museum and will not be sold anywhere. All in all, it is certainly one of the most unique things you will ever see in this lifetime at least! LEGO fans will certainly rejoice at the sheer ingenuity and jaw-dropping scale of this latest creation! Now that both the hypercar and its replica are out of reach, why not plan a trip to the LEGO museum instead?

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  • Lego to build $1-bln toy plant in Vietnam

    Lego to build $1-bln toy plant in Vietnam

    Danish toy company Lego Group will build a $1-billion plant in the southern province of Binh Duong in the second half of next year.

    It signed a memorandum of understanding Wednesday with the Vietnam-Singapore Industrial Park Joint Venture Company to build the plant, its sixth globally and first carbon-neutral one.

    The project will be its second Asian factory after it opened one in China in 2016. Lego has achieved double-digit growth in the region since 2019.

    Demand is now on track to outstrip supply from its Chinese plant in the mid to long term, Lego’s Chief Operations Officer Carsten Rasmussen said.

    “Growth in China and Asia is fantastic and we can see that over time that we will need more capacity,” he said, pointing to a growing middle class and high number of births in the region compared to more mature European and North American markets.

    The move is the latest in Lego’s decade-old strategy of placing production close to key markets, which has helped rein in costs and shield it from external factors.

    “It gives us shorter delivery time to our customers and make us able to react quickly on demand but it of course also makes us more resilient,” Rasmussen said.

    Lego’s products are sold in over 130 markets.

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  • Colosseum kits and plastic flowers help Lego’s earnings double

    Colosseum kits and plastic flowers help Lego’s earnings double

    Toymaker Lego doubled its earnings in the first six months of the year as customers flocked to its reopened stores to buy Star Wars building sets, model Colosseums and flower bouquets made from its colourful plastic bricks.

    While parts of the global retail industry are still reeling from the pandemic and related supply chain issues, Lego says it has benefited from its decade-old strategy of placing production close to its key markets, cutting logistical issues and costs.

    “It has made us somewhat more resilient, since we have nt had to send everything around the world urgently,” Chief Executive Niels B. Christiansen told Reuters, adding that Lego has five large factories covering Asia, Europe and the Americas.

    The family-owned company saw a surge in its online sales during the pandemic but reiterated on Tuesday it would continue to bet on physical stores to attract new customers.

    “If anyone doubted whether stores would still have relevance on the other side of Covid-19, we have simply seen both traffic and revenue come back into stores,” Christiansen said.

    Lego said it had outpaced the toy industry in all major markets during the first six months of 2021 as production was uninterrupted by Covid-19 restrictions and most of its physical stores reopened.

    Based in Billund, Denmark, Lego expects to open 174 new stores around the world this year, reaching 851 stores in total. Last year, Lego opened 134 new stores. In the first half of this year it opened 60 new outlets.

    Popular building sets in the first half of the year were Lego Star Wars and the advanced Lego Creator Expert sets, which include flower bouquets and a model of Rome’s Colosseum. They have become popular among adults stuck at home during lockdown periods.

    Lego also opened a new flagship store in Manhattan, New York City in June where customers are able to interact with Lego products, both physically and digitally, such as designing new Lego figures or creating a Lego model of one’s face.

    The new store format will be introduced to around 60 stores this year.

    “It’s less about selling products, more about showing the entire Lego universe to consumers,” Christiansen said.

    Despite facing rising costs for freight and raw materials, Lego more than doubled its operating profit in the first six months of this year to 8 billion Danish crowns ($1.26 billion) compared to the same period last year.

    Revenue grew 46 per cent to 23 billion crowns and online sales across all platforms grew 50 per cent compared to the same period last year, Lego said. It did not give a figure for online sales or their proportion of total sales.

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  • Lego Stem-themed pop-up store launched in Hong Kong

    Lego Stem-themed pop-up store launched in Hong Kong

    Hong Kong shopping destination Olympian City has partnered with global toy brand Lego to launch Lego Technic – a Stem-themed AI concept store.

    The world-first concept store features an array of Lego Technic sets and experiential workshops to promote Stem (science, technology, engineering, and mathematics) education. The product range encourages users to acquire Stem skills – including mechanical movement – through play.

    At the pop-up, children can engage with life-like models of different sizes that can be built with individual parts like gearboxes, pneumatic systems, and motors. It is touted as suitable for both beginners and experienced builders.

    Olympian City is working to promote Stem education opportunities at the malls.

    The project is the first pop-up concept to be featured at the mall’s Pop Gallery, a platform that uses big data technologies to source trending products worldwide. Visitors to the store can access exclusive offers by interacting with AI-enabled Pop kiosks at the store or engage in live games.

    The Lego Stem-themed Technic pop-up runs until July 5.

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  • Lego boosts its China cred with first locally inspired theme Monkie Kid

    Lego boosts its China cred with first locally inspired theme Monkie Kid

    Danish toy brand Lego has launched Lego Monkie Kid, its first Chinese-inspired theme to boost its engagement with Asian customers.

    Inspired by the famous Monkey King from the 500-year-old Chinese novel ‘Journey to the West’, Lego’s Monkie Kid is the brand’s first theme to embrace Chinese stories known by many families across Asia.

    Lego Monkie Kid, the untold chapter of the Monkey King, includes eight sets with multiple characters, vehicles and hidden features.

    “I have been touched and inspired by China’s rich history and culture, the passion and pride of the people and the incredible creativity of China,” said Simon Lucas, senior design director at Lego.

    “It has been an honor and privilege to be able to immerse me in China’s culture of storytelling, in particular – Journey to the West and the Monkey King. The epic stories and incredible characters have been a huge inspiration to the Lego design team and me.”

    The Lego Monkie Kid launch is a part of the company’s plan to boost its China presence as the company has seen the potential of this market. In the last three months, Lego has opened stores in Mainland China and Hong Kong despite the unstable situation of Covid-19 pandemic.

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  • Fifth Hong Kong Lego shop opens despite absence of mainland tourists

    Fifth Hong Kong Lego shop opens despite absence of mainland tourists

    Chinese toy retailer Kidsland International is opening its fifth Hong Kong Lego store, despite the economic downturn and the continuing coronavirus pandemic.

    “We see resilient demand for Lego products for kids and for those who are spending more time at home,” Kidsland executive director Sherman Hung told the South China Morning Post. “We believe a highly integrated offline and online operation will thrive in the redefined retail landscape post Covid-19.”

    The new 2400sqm Hong Kong Lego store in Tuen Mun is targeting consumers in the New Territories West area and positioned as a base for home delivery of online purchases, according to a report in the SCMP. The store will also launch an appointment service for customers who book visits via an online app.

    “Although the Covid-19 pandemic currently presents substantial challenges to the operating environment, the group’s Hong Kong business performance remains robust,” said Kidsland’s chairman and CEO Lee Ching Yiu, “and we remain cautiously optimistic about the group’s prospects and will continue to reform our operations.”

  • Alceon opens first certified Lego store in Melbourne

    Alceon opens first certified Lego store in Melbourne

    Melbourne’s Lego community turned out in force for the opening of the first certified Lego store in Victoria, forming a five-hour-long queue outside the new store in Westfield Doncaster shopping centre, which opened to the public at 10am on Thursday.

    Like other Lego stores around the world, the location in Melbourne was designed to be an interactive retail space, with several low play tables and loose bricks for kids to play with and a hand scanner that “identifies” which mini-figure the customer is.

    The store also features a “pick-a-brick” wall that is changed on a regular basis, where customers can fill containers with bricks of their choosing, and a “build your own mini-figure” station, where customers can customise their own mini-figure.

    The store also features an AFL figure made of 27,662 individual bricks and a mural of a Melbourne tram made of 88,470 individual bricks. The figure and the mural took 143 hours and 430 hours, respectively, to build.

    “We’ve worked closely with the LEGO Group to create a retail experience that showcases the creativity, innovation and potential of the brand,” said Richard Facioni, executive director of Alceon Group, which holds the rights to Lego certified stores in Australia and New Zealand.

    The Melbourne store marks Alceon Group’s third certified Lego store in Australia, following the opening of stores in Westfield Bondi Junction in Sydney in March and Robina Town Centre on the Gold Coast in September.

    The stores have benefited from the recent surge of interest in Lego, driven by Channel 9’s popular Lego Masters reality TV show, and several contestants were on hand for the opening of the Melbourne store.

    Alceon Group plans to capitalise on this interest by opening many more stores across the country over the coming months.

    The Westfield Doncaster store is just the “first of a number of LEGO Certified Stores planned for Melbourne”, according to Facioni.

    Alceon Group is an investment firm that is one of the biggest retail companies in Australia, following its acquisition of Specialty Fashion Group’s Katies, Millers, Autograph, Crossroads and Millers brands, James Packer’s Pretty Girl Fashion group and Pumpkin Patch.

    The company also has a controlling stak

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  • Lucasfilm to launch LEGO Star Wars Battles mobile game

    Lucasfilm to launch LEGO Star Wars Battles mobile game

    To be successful, you’ll have to collect and upgrade characters and vehicles, build LEGO towers to combat, defend and capture territory, as well as create both light and dark side armies.

    LEGO Star Wars Battles includes heroes and villains that have never been featured in any other LEG Star Wars game, such as Rey and Kylo Ren, the First Order’s BB-9E, and a Duros rebel trooper inspired by Star Wars Battlefront.

    There will be more than 40 units featuring characters, vehicles, and troops from Star Wars films and animation that can be collected in LEGO Star Wars Battles. Now, the bad news is the game won’t be available any time soon, as Lucasfilm announced LEGO Star Wars Battles will be available in 2020 on the App Store and Google Play, so we’ll just have to wait at six months.

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  • Locations announced for new Lego stores in Queensland, Australia

    Locations announced for new Lego stores in Queensland, Australia

    Alceon Group has announced the locations of two new Lego stores opening in Queensland this year.

    The investment firm, which holds the distribution rights for Lego in Australia and New Zealand, will open stores in QIC’s Robina Town Centre on the Gold Coast and Westfield’s Chermside shopping center in Brisbane.

    The stores, measuring 188sqm and 236sqm respectively, will incorporate many of the custom-built design features seen in the Sydney store, such as brick-built mosaics and 3D models of local icons.

    “We are confident that brick fans of all ages will enjoy these new world-class retail experiences, with signature features that are a tribute to creativity and innovation,” Richard Facioni, executive director of Alceon Group, said in a statement.

    The Queensland store openings are part of a broader expansion of Lego’s bricks-and-mortar presence in Australia and New Zealand, following the opening of the first certified Lego store in the region at Westfield Bondi Junction in March.

    Alceon last month revealed plans to open additional stores in New South Wales, Victoria and Queensland this year, with more to follow in South Australia and Western Australia in 2020. A store is also set to open in Westfield’s Newmarket shopping center in Auckland this year.

    Facioni said in July that the brand has benefited from the popularity of the top-rated Lego Masters reality show; the stores will aim to capitalize on that momentum.

    “Our two landmark Lego certified stores in Queensland will attract both local and international visitors as we unveil fun and inspiring retail environments that showcase the creative potential of the world-famous Lego brick,” he said in a statement.

    Alceon has become one of the biggest investors in the retail sector, after it acquired the Specialty Fashion Group brands Katies, Millers, Autograph, Crossroads and Rivers in 2018. The company has a controlling stake in Noni B and ethical designer fashion brand Ginger and Smart, and owns Ezibuy, SurfStitch, and Pumpkin Patch, among other retail assets.

    The company this week reported a 136 percent increase in sales at Noni B Group, which includes the womenswear chain and five former SFG brands, to $881.9 million, though net profit was down 52 percent to $8.2 million due to restructuring costs associated with the acquisition.

  • Lego announces very first Victorian store

    Lego announces very first Victorian store

    The first Lego store in Victoria will be in Westfield Doncaster, according to local rights-holder Alceon Group.

    The announcement follows the opening of Lego stores in New South Wales, as well as the news that more stores will be opened across Queensland and New Zealand in 2019 – with South Australia and Western Australia in 2020.

    “Victoria is home to one of the country’s largest Lego fan communities and, as a result, a strategic priority of our growth,” Alceon Group executive director Richard Facioni said.

    “We look forward to unveiling a truly world-class retail experience at Westfield Doncaster, as the first of a number of Lego certified stores planned for Melbourne.”

    Facioni said recently that the introduction of further stores in key locations would accelerate the reach of the retail concept, and build on the iconic Lego brand.

    Alceon Group is an investment firm that is one of the biggest retail companies in Australia, following its acquisition of Specialty Fashion Group’s Katies, Millers, Autograph, Crossroads and Millers brands, James Packer’s Pretty Girl Fashion group and Pumpkin Patch.

    The company also has a controlling stake in Noni B and recently acquired a stake in ethical fashion brand Ginger & Smart.