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The Guardian - UK
The Guardian - UK
Lifestyle
Sarah Butler

Lego builds record sales of £4bn as parents steer children away from smartphones

Four vases with brightly coloured flowers made from Lego
Lego’s Botanicals range, pictured, and grand prix-themed sets are popular with adults. Photograph: Lego

Lego said it could be benefiting from parents’ desire to keep children – and themselves – away from smartphones as sales rose 12%, helped by strong sales of its Botanicals and Formula One grand prix-themed sets.

The Danish toy company said sales increased to a record 34.6bn Danish kroner (£4bn) in the first half of the year, rising well ahead of the recovering global toy market in which sales rose 7%.

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