Lego longevity driven by loyalty of local blockheads

Danish toy firm's canny digital innovation leads to record growth as it nurtures users into adulthood

10th March, 2017
Dave Fennell's Lego model of Dublin's Convention Centre which took nine months to complete Pic: Getty

With over 400 Lego billion bricks in circulation worldwide, the business has adapted nimbly to the digital era through development of apps and computer games.

The praise of celebrity fans as diverse as footballer David Beckham, actors Mark Wahlberg and Brad Pitt, and singer Britney Spears has also cemented the brand's standing.

“Our growth is moderating now to what we would call sustainable growth,” chief financial officer John Goodwin commented.

Subscribe from just €1 for the first month!

Exclusive offers:

All Digital Access + eReader



Unlimited Access for 1 Month

Get basic

*New subscribers only

You can cancel any time.



€149 For the 1st Year

Unlimited Access for 1 Year

You can cancel any time.




90 Day Pass

You can cancel any time.

2 Yearly



Unlimited Access for 2 Years

You can cancel any time.

Team Pass

Get a Business Account for you and your team

Share this post

Related Stories

Willie O’Reilly: Media is also found wanting in mother and baby homes story

Media Willie O'Reilly 6 hours ago

Susan O’Keeffe: We must work to turn Biden’s love of Ireland into tangible benefit

US Susan O'Keeffe 1 day ago

Noelle O’Connell: Why Michel Barnier is our European of the Year

EU Noelle O'Connell 2 days ago

Comment: CETA offers us the hand-rolled cigarette of international investment law

Legal Oisin Suttle 2 days ago