Lego sales rise amid pandemic

“This is not COVID-related. This was an evolution that started a while ago,” Christiansen said. “In 2020, we began to see the benefits of these, especially in e-commerce and product innovation.”

He also noted that the company’s website has seen more than 250 million clicks and the growth in sales was strongest in China, the Americas, Western Europe and Asia Pacific, the AP reported.

Online sales helped the company to offset any losses from the closures of stores and factories due to the pandemic.

“We had factories that had been forcefully shut down and shops closed … some have reopened, others are still closed,” Christiansen said. “The past year has shown the importance of having an agile, responsive business built on strong digital foundations. I expect that 2021 will see sales increase.”