Lego’s sales and profits have fallen for the first time in 13 years in Britain. Its chief executive fears that children are losing interest and turning towards video games.
Earlier this year, the company revealed that worldwide sales dropped 8% to £4.2 billion in 2017, while overall profits fell for the first time since 2003.
It is feared that the rise of smartphones and video games are denting the appeal of old-school plastic bricks.
The Danish firm has enjoyed years of success after gaining a fresh lease on life through tie-ups with brands like Star Wars and Harry Potter.
Announcing the global results in March, Niels Christiansen, who took over as Lego’s chief executive, said there would be “no quick fix” and it would take years for the company to return to its previous growth.
He also cut off 1,400 jobs worldwide, which is 8% of the workforce.