# Lego to build up digital games plus Nike and F1 tie-ups to keep tweens’ interest

Toy company’s sales rose 13% last year, buoyed by Technic, City, Star Wars and Harry Potter-themed sets

Niels Christiansen, the chief executive of the Danish toymaker, said the group was trying to create more “hybrid” digital and physical experiences as nine- to 12-year-olds were spending more time online.



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Lego Smoothie Odyssey is one of its Islands games within Fortnite.


*Photograph: Lego*

Lego said sales rose by 13% to 74.3bn Danish kroner (£8.4bn), even as the wider toy market slid back by 1%. The group’s Technic and City sets, as well as Harry Potter- and Star Wars-themed games, sold well. Operating profits rose by 10% to 18.7bn kroner despite increased investment in new factories, including in the US and Vietnam.

Christiansen said there were no plans to bring forward the opening of a new factory in Virginia despite the threat of US tariffs on goods being imported from Mexico, where the majority of Lego’s kits for North America are made.



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