‘Rise of the kidult’: Lego builds profit and sales as all ages enjoy play

Danish toy company benefits from families spending more time together during lockdown

Lego figures
Danish toy company benefits from families spending more time together during lockdown
(Image credit: Dan Kitwood/Getty Images)

The Lego Group has credited a steep hike in demand for the company’s toys to an increase in families “playing and learning together” during coronavirus lockdowns.

As growing numbers of grown-ups get in on the fun, in what The Guardian describes as the “rise of the kidult”, the Danish firm has recorded revenues of 15.7bn Danish kroner (£1.8bn) for the first half of 2020, a year-on-year increase of 7%. And operating profit increased by 11% to 3.9bn Danish kroner (£465.6m).

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Mike Starling is the former digital features editor at The Week. He started his career in 2001 in Gloucestershire as a sports reporter and sub-editor and has held various roles as a writer and editor at news, travel and B2B publications. He has spoken at a number of sports business conferences and also worked as a consultant creating sports travel content for tourism boards. International experience includes spells living and working in Dubai, UAE; Brisbane, Australia; and Beirut, Lebanon.