Lego has announced plans to recruit hundreds of tech executives in the UK, Denmark and China in order to grow its digital games and online sales operation. The business enjoyed its fastest sales growth in five year due to the pandemic as families bought substantial Lego sets to keep their children occupied. Its new Super Mario set, which comprises play bricks and online games proved to be one of its most successful launches. This is followed by Lego VIDIYO, which enables children to make their own music videos with special effects and filters, via a partnership with Universal Music.
Proposed digital expansion will require Lego to recruit significantly more computer gaming and website specialists with the UK and Denmark likely to fill most of the several hundred roles. Lego operates 17 stores and has a new one planned for Edinburgh. It saw profits grow to 12.9bn Danish kroner (£1.5bn) for 2020 on revenue of 43.7bn kroner (£5bn) having enjoyed double digit growth in all of it markets around the world.
Share