The company is currently in a period of significant growth, with sales increasing by 25% until September and a 2.6 point increase in market share. In light of this success, the company is optimistic about its outlook for the 2024-2025 Christmas campaign. The Christmas campaign accounts for 40-50% of the company’s annual turnover.
A Multichannel Strategy for the Festive Season
LEGO is implementing a multichannel strategy, which combines the experience of physical stores with a strong online presence. The executive emphasizes the importance of seamless shopping experiences, allowing consumers to move effortlessly between online and physical channels.
Incorporating Technologies to Enhance the Gaming Experience
In addition, LEGO is incorporating various technologies into its products to enhance the gaming experience. These include artificial intelligence, augmented reality, and introducing coding, programming, and robotics to certain product lines. By incorporating these technologies, the company aims to promote STEM skills and provide children with a unique gaming experience.
Exciting Collaborations and Product Lines
LEGO is preparing an exciting array of new products and collaborations for the 2024-2025 Christmas campaign. The company will release over 350 new products, including products associated with popular entertainment licenses such as Wicked and Wednesday. There will also be a focus on adult sets, including trends such as vehicles, cinema, and decoration.
A Commitment to Innovation and Gaming
LEGO remains committed to innovation and gaming, with plans to continue introducing new and exciting products and experiences. The company’s multichannel strategy, combined with its focus on incorporating technologies and promoting STEM skills, positions it for continued success in the market.