{"id":154055,"date":"2026-08-25T10:13:55","date_gmt":"2026-08-25T08:13:55","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=154055"},"modified":"2026-08-25T10:13:57","modified_gmt":"2026-08-25T08:13:57","slug":"lego-parvient-a-se-constituer-une-nouvelle-clientele-et-a-enregistrer-un-chiffre-daffaires-record","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/lego-parvient-a-se-constituer-une-nouvelle-clientele-et-a-enregistrer-un-chiffre-daffaires-record\/","title":{"rendered":"Lego parvient \u00e0 une nouvelle client\u00e8le et un chiffre d&rsquo;affaires record"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Au cours du premier semestre 2026, <strong>Lego <\/strong>a<strong> <\/strong>de nouveau gagn\u00e9 d\u2019importantes parts de march\u00e9. Les enfants comme les adultes ont achet\u00e9 davantage de kits de construction<strong> <\/strong>, tandis que le fabricant danois de briques a r\u00e9ussi \u00e0 attirer de nouveaux consommateurs gr\u00e2ce \u00e0 la Coupe du monde de football et \u00e0 la Formule 1.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Chiffre d\u2019affaires et b\u00e9n\u00e9fices vont de pair<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le fabricant danois de jouets a vu son chiffre d&rsquo;affaires progresser de 21 % pour atteindre un niveau record de 41,9 milliards de couronnes danoises (5,60 milliards d&rsquo;euros). L&rsquo;entreprise a ainsi connu une croissance nettement plus rapide que celle du march\u00e9 mondial du jouet. \u00c0 taux de change constants, la croissance du chiffre d&rsquo;affaires s&rsquo;est m\u00eame \u00e9lev\u00e9e \u00e0 26 %.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lego a \u00e9galement acc\u00e9l\u00e9r\u00e9 au niveau des r\u00e9sultats : le b\u00e9n\u00e9fice d\u2019exploitation a augment\u00e9 de 22 % pour atteindre 10,9 milliards de couronnes danoises (1,46 milliard d\u2019euros). Le b\u00e9n\u00e9fice net a grimp\u00e9 de 32 %, \u00e0 8,6 milliards de couronnes danoises (1,15 milliard d\u2019euros).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">De nouveaux th\u00e8mes pour de nouveaux clients<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Au cours du premier semestre, Lego a lanc\u00e9 plus de 330 nouveaux produits sur le march\u00e9. Des partenariats autour de la Formule 1, de la Coupe du monde de football 2026 et de KPop Demon Hunters visaient \u00e0 faire conna\u00eetre la marque aupr\u00e8s de nouveaux publics cibles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le PDG Niels Christiansen consid\u00e8re justement cet \u00e9largissement de l\u2019offre comme un moteur de croissance important. \u00ab<a href=\"https:\/\/www.cnbc.com\/2026\/08\/25\/lego-first-half-2026-revenue.html\">Les nouvelles collaborations touchent des personnes<\/a> qui, jusqu\u2019\u00e0 pr\u00e9sent, ne se reconnaissaient pas vraiment dans la marque Lego \u00bb, a-t-il d\u00e9clar\u00e9 \u00e0 CNBC. \u00ab Je pense que cela nous permet d\u2019attirer de nouveaux consommateurs. Parall\u00e8lement, nous constatons que nous fid\u00e9lisons tr\u00e8s bien nos clients et que nous vendons davantage aux personnes que nous touchons d\u00e9j\u00e0. \u00bb<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Selon Christiansen, Lego conna\u00eet en outre une croissance aux deux extr\u00e9mit\u00e9s du march\u00e9. \u00ab Ce qui est vraiment formidable, c\u2019est que nous connaissons actuellement une forte croissance aupr\u00e8s des enfants. Nous progressons \u00e9galement aupr\u00e8s des adultes. Le fait de pouvoir r\u00e9pondre aux besoins de ces deux groupes et de couvrir ainsi l\u2019ensemble de l\u2019univers des consommateurs, plut\u00f4t qu\u2019un seul segment, a selon moi jou\u00e9 un r\u00f4le crucial. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les investissements restent \u00e9lev\u00e9s<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La forte croissance des b\u00e9n\u00e9fices permet \u00e0 Lego de continuer \u00e0 investir massivement. Le fabricant a investi 4,6 milliards de couronnes danoises (615 millions d\u2019euros) notamment dans de nouvelles usines ainsi que dans l\u2019extension et la modernisation de sites existants. Par ailleurs, le groupe a rachet\u00e9 29 centres Lego et Legoland Discovery \u00e0 Merlin Entertainments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lego a \u00e9galement renforc\u00e9 son r\u00e9seau de distribution physique. Le groupe compte d\u00e9sormais 1 106 magasins \u00e0 travers le monde et a \u00e9largi sa collaboration avec d\u2019autres d\u00e9taillants, notamment par le biais de d\u00e9monstrations interactives en magasin.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Au cours du premier semestre 2026, Lego a de nouveau gagn\u00e9 d&rsquo;importantes parts de march\u00e9. Les enfants comme les adultes ont achet\u00e9 davantage de kits de construction, tandis que le fabricant danois de briques a r\u00e9ussi \u00e0 attirer de nouveaux consommateurs gr\u00e2ce \u00e0 la Coupe du monde de football et \u00e0 la Formule 1.<\/p>\n","protected":false},"author":5,"featured_media":154056,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[28,20],"tags":[],"people":[],"extra":[43],"company":[760],"topic":[266],"region":[],"class_list":["post-154055","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loisirs","category-vrije-tijd","extra-plus","company-lego","topic-resultats-financiers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Lego parvient \u00e0 une nouvelle client\u00e8le et un chiffre d&#039;affaires record - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/lego-parvient-a-se-constituer-une-nouvelle-clientele-et-a-enregistrer-un-chiffre-daffaires-record\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lego parvient \u00e0 une nouvelle client\u00e8le et un chiffre d&#039;affaires record - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Au cours du premier semestre 2026, Lego a de nouveau gagn\u00e9 d&#039;importantes parts de march\u00e9. 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