770 – Lego boss Niels B. Christiansen proudly calls this number.

The range of the Danish toy group has swelled to so many different kits - a record.

Sometimes clamping blocks and minifigures can be put together to form a motorcycle and driver for just under 8 euros.

Sometimes 3066 blocks add up to a multi-storey hotel, Lego calls for more than 200 euros as a recommended price.

For the end of the year there is even a Christmas tree for the windowsill that can be put together in the new products - probably more for adult Lego lovers than for children.

In fact, half of the products were not in the range a year ago.

Timo Kotowski

Editor in Business.

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Christiansen is convinced that Lego will not get bogged down with this variety.

On the contrary: the growth of the product range is far from exhausted.

"I assume that growth will continue on a controlled path," he said in an interview with the FAZ

More new things mean more business – this calculation paid off again in the first half of the year.

From January to June, 13 percent more was spent on Lego products at shop tills, and the toy market as a whole only grew by one percent, says Christiansen.

At 27 billion Danish kroner (3.6 billion euros), consolidated sales, which reflect orders from dealers rather than end customer purchases, exceeded the figure for the same period last year by 17 percent.

Energy-intensive stone making

Lego had reported 46 percent growth in mid-2021.

At that time, the group benefited from the fact that more was played and built during the lockdown phases of the corona pandemic.

The fact that in the 90th year after the company was founded without a lockdown, the previous year's sales were again significantly exceeded makes him "very happy," said Christiansen.

When presenting the business figures, the group always lists the product lines that, according to the company, were doing particularly well.

The classic Lego City series is back, as are the more complex Technic kits and the licensed products from the Star Wars and Harry Potter film series.

It is always more important to pay attention to which lines are not mentioned: the young product lines Lego Dots and Lego Arts are missing.

The group had broken new ground with them, so stones should no longer be used to build houses or spaceships, but to design bracelets or murals.

This is unfamiliar even for Lego fans, but the list of high-growth product lines mentioned contains the best-selling ones.

prices increased

But now the group is also hit by rising energy costs.

During production, Lego has to heat and melt plastic granules in order to inject the material into molds hundreds of thousands of times.

As a result, Lego could not stack higher when winning.

At 1.1 billion euros, earnings before interest and taxes matched the previous year's level.

The same applies to the net profit of around 830 million euros.