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Lego: The Toy That Keeps Growing

Lego is a toy brand that has been enjoying strong growth and popularity for decades. Lego has proven to be resilient and adaptable to changing consumer preferences, market conditions, and technological innovations. Lego has also been expanding its product portfolio, global presence, and social impact.


One of the current trends that Lego is following is digitalization. Lego has been investing in digital platforms and experiences that complement its physical products and enhance its customer engagement. For example, Lego has launched apps such as LEGO Super Mario, LEGO VIDIYO, LEGO Hidden Side, and LEGO Life that allow users to interact with their bricks in new ways. Lego has also partnered with video game developers such as Nintendo, Warner Bros., and Mojang to create popular games based on its franchises.

Another trend that Lego is pursuing is sustainability. Lego has been committed to reducing its environmental footprint and promoting positive social change through its products and operations. For example, Lego has pledged to use 100% renewable energy by 2030 and make all its bricks from sustainable materials by 2030. Lego has also supported various causes such as education, diversity, inclusion, and children’s rights through its LEGO Foundation.


A third trend that Lego is exploring is innovation. Lego has been constantly developing new products and concepts that cater to different segments and interests of its customers. For example, LEGO Art sets allow users to create mosaic portraits of famous icons such as Marilyn Monroe, The Beatles, Iron Man, and Darth Vader. LEGO Ideas sets invite users to submit their own original designs for potential production by the company. LEGO Technic sets challenge users to build complex models with realistic functions such as gears, motors, sensors, and lights.


The future of Lego looks bright as it continues to grow its market share globally and in its largest markets. It also plans to launch new products and services that will appeal to both existing and new customers across different age groups.


Some of the upcoming products include LEGO Star Wars: The Skywalker Saga video game; LEGO Super Mario Adventures with Luigi Starter Course; LEGO Marvel Infinity Gauntlet; LEGO Creator Expert NASA Space Shuttle Discovery; LEGO Friends Heartlake City Organic Café; LEGO Ninjago Legacy Destiny’s Bounty; LEGO Harry Potter Hogwarts Chamber of Secrets; LEGO Disney Raya’s Heart Palace; among others.


Lego is a toy that keeps growing because it keeps innovating. It combines creativity with technology, fun with learning, play with purpose, tradition with novelty, quality with affordability, individuality with community, bricks with clicks. It is a toy that inspires people of all ages to build their dreams.

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