Financial Innovating Retail Innovating Play

Highlights
832 LEGO branded
stores globally
49%
2021 +27% (165 opened in 2021) of portfolio was
new in 2021

Performance 340
9.6
Revenue stores in China
DKK 55.3 billion (95 opened in 2021)

Highlights
+22% 70
stores feature
new immersive million downloads of
retail experience digital Building Instructions
Consumer Sales

+32% Accelerating Digital Investing In Our People

4
Operating Profit
DKK 17.0 billion digital hubs
‘Top in
“Thank you to our colleagues
for their dedication in
meeting extraordinary
Denmark
Billund Copenhagen
class’
demand for LEGO® products
motivation and satisfaction
in 2021. We are pleased with UK among employees in the
the progress we made. Our Market Share LEGO Group People Pulse
strong financial performance Grew in all market groups
China against external benchmark*
allows us to accelerate
strategic investments to
support long-term growth.”
Niels B. Christiansen, CEO Top-Selling Positive Impact on the Planet & Society
Themes
LEGO® City
98% 2.8 billion (DKK)
increase in solar panel donated by the LEGO Foundation,

*Ennova Employee Engagement Survey 2021

capacity at LEGO factories which owns 25% of the LEGO Group,
LEGO® Technic compared to 2020 to support children & families in need.

LEGO® Creator Expert

LEGO® Harry Potter™

3.5+ million 1st
The LEGO Group children reached with prototype brick made
learning through play activities from recycled material
LEGO Star Wars
® ™