** FILE ** Production is seen at the Lego factory in Billund, Denmark, in this Sept. 19, 2005 file photo. The Danish toy maker is having a hard time keeping up with demand for its popular plastic building blocks as toy stores stack their inventories for the Christmas season, a company official said Tuesday. The Denmark-based group has been trimming its staff at home and abroad since starting a restructuring program four years ago. (AP Photo/Anders Brohus, POLFOTO, file) ** DENMARK OUT **

Lego’s new CEO has to beat the biggest toymaker in the world

6%

After a decade of expansion, Lego’s revenue growth dropped from 25% in 2015 to 6% in 2016.

Published   |  Photo by AP Photo/Anders Brohus
** FILE ** Production is seen at the Lego factory in Billund, Denmark, in this Sept. 19, 2005 file photo. The Danish toy maker is having a hard time keeping up with demand for its popular plastic building blocks as toy stores stack their inventories for the Christmas season, a company official said Tuesday. The Denmark-based group has been trimming its staff at home and abroad since starting a restructuring program four years ago. (AP Photo/Anders Brohus, POLFOTO, file) ** DENMARK OUT **
6%

Now, the Danish company decided to change its CEO, from British Bali Padda, who held the position for only eight months, to Danish Niels Christiansen.

** FILE ** Production is seen at the Lego factory in Billund, Denmark, in this Sept. 19, 2005 file photo. The Danish toy maker is having a hard time keeping up with demand for its popular plastic building blocks as toy stores stack their inventories for the Christmas season, a company official said Tuesday. The Denmark-based group has been trimming its staff at home and abroad since starting a restructuring program four years ago. (AP Photo/Anders Brohus, POLFOTO, file) ** DENMARK OUT **
6%

Christiansen has a couple of battles to fight: it needs to accelerate growth and figure out more ways to integrate Lego’s building blocks with the digital world.

** FILE ** Production is seen at the Lego factory in Billund, Denmark, in this Sept. 19, 2005 file photo. The Danish toy maker is having a hard time keeping up with demand for its popular plastic building blocks as toy stores stack their inventories for the Christmas season, a company official said Tuesday. The Denmark-based group has been trimming its staff at home and abroad since starting a restructuring program four years ago. (AP Photo/Anders Brohus, POLFOTO, file) ** DENMARK OUT **
6%

Christiansen’s biggest challenge is to defeat Mattel and turn Lego into the most valuable toymaker in the world. Lego had $5.38 billion in revenue in 2016, behind Mattel’s $5.46 billion.

Published

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