Lego is looking to replicate the success of its digital partnership with Epic Games's Fortnite. As more people turn to forms of "hybrid play," the company is looking to capitalize on it with the launch of its apps for children.
Lego's accumulated growth over five years was 85% compared to the toy market's meager 11%. This growth has been driven by the Lego Group taking a higher share.
The results mark Lego's strongest first half ever and underscore the company's clout amid an industry downturn. The Danish company saw a wave of interest through the pandemic when people were confined to their homes.
One key factor driving Lego's success was its ability to make toys for all age groups and interest levels, from young kids to adult enthusiasts.
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