As part of its annual financial results, the LEGO Group has revealed its five top-selling themes of 2021 – and there are some big changes from 2020.
Announced earlier today, the company’s latest financials place it in an incredibly strong position, showing 22% growth in sales and 27% growth in revenue on 2020, bringing net profit up to DKK 13.3bn (£1.5bn). That’s an increase of DKK 3.4bn (£380m) on last year’s net profit.
The LEGO Group attributes that growth to its ‘largest and most diverse portfolio ever’, driven by five themes above all others: CITY, Technic, Creator Expert, Harry Potter and Star Wars. It’s not clear whether those are in order of biggest sales, but that’s the order presented in the company’s financial results.
Three of those themes have maintained a consistent presence in the best-sellers list, with CITY, Star Wars and Technic proving to be mainstays for several years now. Harry Potter and Creator Expert have replaced Classic and Friends for 2021, however, which means LEGO Friends drops out of the list for the first time since debuting in 2012.
Given the LEGO Group’s recent push towards the adult market with its Creator Expert range (even if it has retired that label on its boxes), and the theme’s subsequent increased output, it’s perhaps not too surprising to see it claim a spot on the list – but it does suggest that the company’s new strategy is working as intended.