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35-foot Lego Christmas tree took 364,000 bricks and over 3,000 hours to build; Lego carrying the toy industry by “staying three steps ahead”
Lego is reinventing its iconic brick sets and keeping the toy industry afloat
The toy industry is headed for its second consecutive annual sales decline, but it’s got one thing propping it up — Lego. At a time when toy companies are struggling to match the massive gains of pandemic-era sales, Lego is growing rapidly. The Danish company saw revenue jump 13% in the first six months of the year and continues to snap up market share.
After coming to the brink of bankruptcy in the early 2000s, Lego has reshaped its business and diversified its customer base, helping it to elevate sales even in inflationary market conditions. Lego has posted positive annual revenue growth in each of the past six years. Its strategy has involved delving into the world of licensing, catering to adults as well as kids, tapping into the digital gaming world, partnering with studios and streamers to bring Lego content to consumers and building manufacturing sites close to distribution hubs to smooth the supply chain.
“Lego has consistently bucked the trend the past few years,” said James Zahn, editor in chief of The Toy Book. “When other companies go down, Lego tends to go up.” Zahn noted that Lego’s ability to be “ahead of the curve” has allowed it to be more nimble during times of inflation, as consumers tighten their purse strings, and to navigate upheaval in the theatrical entertainment industry and even looming tariff increases. “I think, perhaps, the overarching story here is that they really are, it seems, like they’re two to three steps ahead of everybody else,” Zahn said.
Lego’s first licensed partnership was in 1999 when it linked up with Lucasfilm to bring Star Wars sets to the public. Some of these kits were tied to the release of “Star Wars: Episode I – The Phantom Menace,” while others celebrated vehicles and characters from the original trilogy of films. The company has worked to design different types of sets that cater to new audiences, ones that might not have otherwise bought or built a Lego set, Zahn said. This includes cityscape sets featuring skylines from London to New York, brick versions of famous paintings such as Vincent van Gogh’s “Starry Night” and Leonardo da Vinci’s “Mona Lisa” as well as a line of botanicals. Goldin noted that Lego is “investing in bringing in new audiences to the portfolio” and creating more products for them.
This 35-foot-tall Christmas Tree Is Made of 364,000 Legos and Took Over 3,000 Hours to Build
At Legoland California Resort in Carlsbad, about 30 miles north of San Diego, a team of LEGO’s model builders constructed a towering 35-foot tree, using over 364,000 bricks. The feat took over 3,000 hours to complete, and builders pulled from over 12 years of experience constructing Lego Christmas trees. To celebrate its lighting, actors Daniella Monet and Lyndsy Fonseca, Hallmark Channel stars of “Holiday Crashers” and “Next Stop, Christmas” respectively, flipped on the tree’s switch. Lego Santa also attended the event and visited with families during the ceremony.
“A lot of consideration was taken for all facets of the model including the building process, transport, installation, operation, and continued maintenance of the tree,” Ryan Wood, Legoland’s Model Shop Manager, shared in a statement provided to Travel + Leisure.
