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The Lego Group: ‘We are not immune to the current economic climate’

Lego Group’s director of EMEA and regional retail marketing Amy Pearson speaks to InternetRetailing about navigating customers through the cost-of-living crisis, Lego’s sustainability pledges and in-store expansion.

On in-store expansion

Last week, Lego opened its doors to its new store at Battersea Power Station, featuring a range of hands-on Lego play experiences for shoppers.

The new store also features interactive stations for customers to build their own figurines, alongside play tables and a Pick-A-Brick wall, which allows shoppers to find individual Lego bricks and elements.

Commenting on the new store, Pearson says: “We’re always so excited to bring new Lego Stores to local communities”, revealing that “retail expansion is a massive part” of its strategy.

Lego is ranked as a Top100 retailer in the RetailX Global Elite Top1000, click here to download.

This comes as Pearson believes the company has seen a change in customer habits since the Covid-19 pandemic.

“More customers want to return to stores and have physical experiences. They are happy to interact with associates and other Lego fans and take part in events.

“We are seeing that demand across stores and online as well,” she reveals.

However, despite retail expansion being a major part of its strategy, Pearson credits the company’s ecommerce presence stating that it is “still as equally important”. According to the marketing boss: “Our online platform and in-store offering work hand-in-hand. It’s not about one versus the other”.

On the cost-of-living crisis

Pearson added that the group is “not immune” to the ongoing cost-of-living crisis and rising inflation levels after it was reported last year, Lego started to increase its prices on several existing sets, with the cost of several models being pushed up by 20%.

However, Pearson says the group is doing “everything it can” to help navigate customers through the ongoing cost-of-living crisis.

“We offer a huge assortment of different prices, which helps appeal to customers depending on what budget people are shopping too,” she states.

On Lego’s sustainability promises

“Our brand is all about building the future for the children,” she explains.

According to the marketing boss, sustainability is one of the aspects the company is serious about, as a result, the company has pledged to make its packaging 100% sustainable by 2025.

This follows tests last year where Lego trialled paper bags instead of single-use plastic bags in its packaging, with plans to gradually phase out single-use plastic.

Currently, Lego boxes are made from cardboard with 75% of all cardboard used coming from recycled materials, however, Pearson revealed the company is making progress on the bricks made from recycled bottles.

“We aim to completely have sustainable packaging and lowered carbon emissions, so we are on a journey, but we’re making progress and that is the most important thing,” she concludes.

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