Podcast
Lego is the largest toy manufacturer in the world – and continues to grow strongly. The Danish company is facing a different challenge: sustainability. DACH managing director Karen Pascha-Gladyshev explains what Lego is planning for children’s rooms.
Toy manufacturers have been among the winners since the pandemic broke out, their businesses growing because people were at home and playing. Lego felt that too, the Danish manufacturer is even growing faster than the market. “People also distract themselves from the pandemic through physical gambling”, said Karen Pascha-Gladyshev, DACH boss of Lego,.
Of course, Lego also struggled with its supply chains and had to close a factory in 2020. But the Danish company produces more regionally. “We have a well-functioning supply chain with decentralized production sites that are close to the consumer”, said Pascha-Gladyshev, who has been responsible for Germany, Austria and Switzerland since 2019. “For the German market, the overwhelming majority of our goods come from Denmark, Hungary and the Czech Republic.” The containers wouldn’t “sent around the world”.
“It’s about durability, quality and safety.”
Lego had achieved a record result in the first half of the year, sales rose compared to the same period last year by 43 percent to 23 billion crowns (3.1 billion euros). The profit rose to 6.3 billion crowns – an increase of 140 percent. Licenses like those from Ninjago are doing particularly well on the German market. “Ninjago is popular in Germany, but technology has historically always been one of the most popular lines”said Pasha Gladyshev.
Sustainability is a major challenge for LEGO. This year a first prototype was developed from recycled PET bottles. “A real stage win”said Pasha Gladyshev. But it will be a while before the stone conquers children’s rooms in large numbers. “It’s about durability, quality and safety.” All packaging should also be made of paper by 2025. However, the company is already climate-neutral thanks to CO2 offsetting.
Listen in
- How Lego also wants to score with digital products
- Which row dominates the nursery of Pasha Gladyshev’s son
- What action Lego is planning for children for Christmas
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Source From: Stern
Jane Stock is a technology author, who has written for 24 Hours World. She writes about the latest in technology news and trends, and is always on the lookout for new and innovative ways to improve his audience’s experience.
