Lego bets on collaboration with Epic Games after outpacing rivals

Lego is stepping up its investments in digital playing experiences, ecommerce and sustainable packaging after outpacing rivals and increasing its market share again last year. The world’s largest toymaker posted revenues up 17 per cent to DKr65bn ($9.3bn) in 2022, while net profits rose 4 per cent to DKr13.8bn ($2bn) despite headwinds from rising raw material, energy and transport costs.

“We are doing a lot of things on the digital side,” chief executive Niels Christiansen told the Financial Times. “That is where we are upping the investment. We know very well how to immerse consumers into the Lego universe in stores. We’re working very hard to create that feeling of getting into the Lego brand universe also digitally.” 

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He put money into its brand by expanding its product range and opening hundreds of stores as well as launching sets combining its bricks with digital apps. It is preparing to announce details of a collaboration in the metaverse with Epic Games, known for the Fortnite video game, and is aiming to replace all fossil fuel-based plastic in its sets and packaging by 2030. 

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