Mar 10, 2021
Lego 'to hire hundreds' more in UK in digital drive
In 2020, the company saw its fastest sales growth in five years, helped by locked-down families buying bigger Lego sets they could make together. Boss Niels Christiansen told the BBC Lego would speed up its digital plans. While the Lego brick will always be at the heart of the business, he said: "Today's children are growing up in a digital world and they effortlessly blend online and physical play." Mr Christiansen said there had been an increase in sales of bigger, more complicated Lego sets. Lego plans to open another 120 sites in 2021, with 80 in China where development of the brand had not been as fast as in Europe and the US. Mr Christiansen said bricks and mortar remained key to Lego's growth, in large part because "The shops are not about getting the product across the counter".
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