{"id":154043,"date":"2026-08-25T09:36:23","date_gmt":"2026-08-25T07:36:23","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=154043"},"modified":"2026-08-25T09:36:24","modified_gmt":"2026-08-25T07:36:24","slug":"lego-weet-nieuw-klantenbestand-en-recordomzet-te-bouwen","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/vrije-tijd\/lego-weet-nieuw-klantenbestand-en-recordomzet-te-bouwen\/","title":{"rendered":"Lego weet nieuw klantenbestand en recordomzet te bouwen"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Lego <\/strong>won in de eerste helft van 2026 opnieuw fors marktaandeel. Zowel kinderen als volwassenen kochten meer<strong> <\/strong>van de bouwsets, terwijl de Deense blokjesmaker nieuwe consumenten kon aantrekken via het WK voetbal en Formule 1.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Omzet en winst gaan gelijk op<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De Deense speelgoedmaker zag de omzet met 21% stijgen tot een record van 41,9 miljard Deense kroon (5,60 miljard euro). Daarmee groeide het bedrijf aanzienlijk sneller dan de wereldwijde speelgoedmarkt. Tegen constante wisselkoersen lag de omzetgroei zelfs op 26%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ook onder de streep versnelde Lego: de bedrijfswinst steeg met 22% tot 10,9 miljard Deense kroon (1,46 miljard euro). De nettowinst klom met 32%, naar 8,6 miljard Deense kroon (1,15 miljard euro).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nieuwe thema&#8217;s voor nieuwe klanten<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Lego bracht in het eerste halfjaar meer dan 330 nieuwe producten op de markt. Samenwerkingen rond Formule 1, het WK voetbal van 2026 en KPop Demon Hunters moesten het merk bij nieuwe doelgroepen onder de aandacht brengen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Topman Niels Christiansen ziet juist die verbreding van het aanbod als een belangrijke groeimotor. \u201c<a href=\"https:\/\/www.cnbc.com\/2026\/08\/25\/lego-first-half-2026-revenue.html\">Nieuwe samenwerkingen bereiken mensen<\/a> die hun interesse tot nu toe niet echt terugzagen in het Lego-merk\u201d, zei hij tegen CNBC. \u201cVolgens mij trekken we daarmee nieuwe consumenten aan. Tegelijk zien we dat we consumenten heel goed vasthouden en meer verkopen aan de mensen die we al bereiken.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Volgens Christiansen groeit Lego bovendien aan beide uiteinden van de markt. \u201cWat erg mooi is, is dat we nu snel groeien bij kinderen. We groeien ook bij volwassenen. Dat we beide groepen kunnen bedienen en eigenlijk het hele universum van consumenten kunnen bestrijken, in plaats van slechts \u00e9\u00e9n segment, is volgens mij cruciaal geweest.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Investeringen blijven hoog<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De sterke winstgroei geeft Lego ruimte om fors te blijven investeren. De producent investeerde 4,6 miljard Deense kroon (615 miljoen euro) in onder meer nieuwe fabrieken en de uitbreiding en modernisering van bestaande locaties. Verder nam het concern 29 Lego- en Legoland Discovery Centres van Merlin Entertainments over.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lego versterkte daarnaast zijn fysieke distributie. Het concern telt inmiddels 1.106 winkels wereldwijd en breidde de samenwerking met andere retailers uit, onder meer met interactieve demonstraties op de winkelvloer.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lego won in de eerste helft van 2026 opnieuw fors marktaandeel. Zowel kinderen als volwassenen kochten meer van de bouwsets, terwijl de Deense blokjesmaker nieuwe consumenten kon aantrekken via het WK voetbal en Formule 1.<\/p>\n","protected":false},"author":5,"featured_media":47671,"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":[20],"tags":[],"people":[],"extra":[43],"company":[760],"topic":[88],"region":[404],"class_list":["post-154043","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vrije-tijd","extra-plus","company-lego","topic-bedrijfsresultaten","region-zweden"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Lego weet nieuw klantenbestand en recordomzet te bouwen - 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\/nl\/news\/vrije-tijd\/lego-weet-nieuw-klantenbestand-en-recordomzet-te-bouwen\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lego weet nieuw klantenbestand en recordomzet te bouwen - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Lego won in de eerste helft van 2026 opnieuw fors marktaandeel. 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