COPENHAGEN, Denmark (AP) — Revenue of Lego sets surged final 12 months as additional children stayed home throughout worldwide pandemic lockdowns – and mother and father acquired the colourful plastic brick toys to keep them entertained via times of isolation.

The privately-held Danish organization claimed its net profit rose 19{540ccc4681f92a8237c705b0cdebbb9da373ec200da159e6cc1fd9f393be00be} to 9.9 billion kroner ($1.6 billion) as income jumped 21{540ccc4681f92a8237c705b0cdebbb9da373ec200da159e6cc1fd9f393be00be} and it grew its existence in its 12 most significant markets.

Lego, which on top of its sets also earns funds from movie activity applications, appears to be to be one particular of the organizations – like online suppliers and know-how firms – that were effectively positioned to gain dollars from the massive disruptions in society around the globe throughout the pandemic.

Main Govt Niels B. Christiansen informed The Associated Press that the “super powerful results” were being many thanks to strategic investments manufactured many years ago to shift additional profits online.

“This is not COVID-linked. This was an evolution that began a although back,” he claimed. “In 2020, we commenced to see the rewards of these, primarily in e-commerce and item innovation.”

He declined to say say how a lot of the organization income ended up on the net but famous that there had been 250 million clicks on the group’s world wide web site.

Client revenue grew by double digits in all regions, with especially robust expansion in China, the Americas, Western Europe and Asia Pacific.

The drive to on the internet sales served offset disruption to business from the pandemic constraints.

“We had factories that had been forcefully shut down and outlets closed … some have reopened, other people are still closed,” Christiansen claimed. The enforced closure of manufacturing web sites were mainly in Mexico and China.

“We had several moments to hold again toys for the reason that motion picture releases were postponed. It was frustrating for us,” Christiansen stated.

Lego, which is based mostly in Billund, western Denmark, reported it needed to further speed up expenditure in digitalization. “The past year has shown the value of owning an agile, responsive small business constructed on solid digital foundations,” Christiansen mentioned. “I be expecting that 2021 will see revenue boost.”

Lego was launched in 1932 by Ole Kirk Kristiansen and the identify derived from the two Danish words LEg GOdt, which imply “Play Well” — the brand title was established devoid of recognizing that the word Lego in Latin suggests “I assemble.”