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An insider’s look into Lego’s digital strategy

After a rollercoaster year, Danish toy giant Lego’s online sales are now on par with its in-store sales, according to Katharina Sutch, Lego Group director for Shopper and Omnichannel Activation. “This is the most interesting 18 months and we’ve seen growth in all areas of the business. Fifty per cent of the toys we sell now are online, 50 per cent in-store,” Sutch said at the FUTR Europe Summit last week. “Our teams had to react and work fast to meet this demand, but unfortunately, we