Coronavirus impact will be ‘short-term uncertainties’ says LEGO CEO

With coronavirus impacting toy production in China, LEGO Group CEO, Niels B. Christiansen has downplayed the affect it will have.

Following his previous comments indicating that the LEGO Group will continue to operate in China as usual despite the impact of coronavirus, the LEGO Group CEO, Niels B. Christiansen has told Bloomberg that the health scare is creating “some short-term uncertainties, but it doesn’t change the long-term strategy with our investments.”

While the panic that the virus has causes is impacting the ability of shops to open and people in China to visit them, Christiansen sees the online channel as a way to reach people.

“In the short term, there may be a shift in where we sell,” he said. “This is what typically occurs and we’re well positioned when it happens. We’re always trying to move our sale to the channel where we see the demand.”

China is an important market for the LEGO Group, making up for the growth in the western markets that has slowed to single digits. The recent annual report emphasised the company’s strategy.

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Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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