German LEGO sales continued to decline in 2017

Sales of LEGO products in Germany and Switzerland dipped in 2017, for the second consecutive year.

The revenue of LEGO Deutschland, the German arm of the LEGO Group, decreased in 2017 for the second year running as the company’s market share decreased. A small 0.4% decline in the LEGO Group’s market share reinforces the story of a disappointing 2017 for the company.

Plasteurope.com reports that the market share figure for 2017 is 16.8%, making the LEGO brand bigger on Germany than Hasbro, Mattel or Playmobil. It is the second consecutive year that the company’s market share has decreased, after the 13 year run of increasing sales was disrupted in 2016.

LEGO Deutschland’s revenues dipped in 2017, by 2.6% in Germany and 3.3% in Switzerland. Reportedly, City, Technic and Friends all increased in sales, despite the overall drop. The LEGO Group underwent a significant restructuring last year, making over 1,000 employees redundant.

LEGO SYSTEM A/S

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