Sales of LEGO sets in the UK dropped by 6% in 2017, the first sales drop in 13 years.
For the first time in over a decade, the LEGO Group’s UK sales and profits fell in 2017. The Times reports that UK turnover fell by 6% to £269.6 million and profit fell by almost 10%, from £11.4 million to £10.8 million. At the same time, the LEGO Group increased the UK sales force by 12 to 620 staff members.
According to CEO Niels B Christiansen earlier this year, 2018 has seen the company stabilise growth after a difficult 2017. “2017 was a challenging year and overall we are not satisfied with the financial results. However, we ended the year in a better position. In December, consumer sales grew in seven of our 12 largest markets and we entered 2018 with healthier inventories. In 2018, we will stabilise the business and invest to build sustainable growth in the longer-term,” he said when the company’s overall 2017 figures came out in March.
The broadsheet’s article mentions apps on digital devices as taking away children from LEGO building, but there is no explanation of whether this is perceived to be a main cause in the fall in UK sales.