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The LEGO Group Releases First Half 2019 Results – Sales Up, Profits Down

September 3, 2019 / Allen "Tormentalous" Tran

Earlier today, LEGO has posted their financial results for the first half of 2019 and it shows that revenue and sales grew compared to the same time last year. It also shows that operating profits have declined 16% during the same time due to the company investing in initiatives that is designed to create more growth in the future.

Some of the more popular themes from this year include LEGO City, LEGO Marvel Avengers, LEGO Technic, LEGO Creator, LEGO Friends, and LEGO Star Wars.

Revenue and consumer sales grew while significant investments were made in initiatives which will bring learning through play experiences to even more children around the world.

Performance Highlights

-Global consumer sales grew 5 percent compared with the same period in 2018.
-Revenue for the first half grew 4 percent to DKK 14.8 billion. In constant currency, revenue grew 2 percent compared with the same period in 2018.
-Operating profit was DKK 3.5 billion, a decline of 16 percent. Net profit was DKK 2.7 billion, a decline of 12 percent driven by significant investments in long-term growth.

September 3, 2019: The LEGO Group today released its financial results for the first half of 2019 to June. Revenue for the period grew 4 percent to DKK 14.8 billion compared with the same period last year. Consumer sales grew 5 percent compared with the first half of 2018 and the brand grew market share in its largest markets.

Operating profit was a solid DKK 3.5 billion. This was a decline of 16 percent compared with

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LEGO Lead User Lab Details

August 28, 2019 / Allen "Tormentalous" Tran

A few months ago, LEGO announced they are launching a new program called the Lead User Lab. This program will bring in ideas from LEGO fans themselves and potentially bringing them to life. LEGO has released a FAQ over on the LEGO Ambassador Network of some details on how the Lead User Lab will work. If you have some ideas that you would like LEGO to do, this may be of interest to you.

We’re happy to let you know that the Lead User Lab kicked-off in August. It’s early days, so you probably have a bunch of questions that need more clarity – what it is, what ideas we’re looking to incubate, what’s in it for you, ways of working, and more. Below you’ll find a quick FAQ. If we missed anything you’re curious about, let us know!

What are we up to next?

In the coming weeks, we’ll focus on fundamentals of the idea intake process and how to evaluate and prioritize them. At this stage, we’re also assessing the ideas we’ve received via email over the summer, since we first revealed the Lead User Lab on the LAN blog. We’ll let everyone know as soon as possible about the outcomes and whether we can continue with any of them in the stretching/incubation phase. High level, the Lead User Lab funnel looks like this: (1) Idea intake – (2) Stretching/Incubation – (3) Piloting – (4) Idea realization.

Lead User Lab – FAQ

1. What is the Lead User Lab?

It’s a 2 year pilot

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LEGO Announces LEGO Audio & Braille Building Instructions

August 28, 2019 / Allen "Tormentalous" Tran

LEGO has announced a new play experience for kids who have visual impairment with the LEGO Audio & Braille Building Instructions. The initiative comes from 22 year old Matthew Shifrin, who is also visually impared, and it uses AI technology to give those with visual impairment more accessibility to building instructions.

The LEGO Group to pilot LEGO® Audio& Braille Instructions

Inspired by blind entrepreneur, Matthew Shifrin,the new building instructions will help children with vision impairment build and learn through play using LEGO bricks

Billund, Denmark August 28: What started as a kind gesture between friends living just outside Boston, US,is today being rolled out as a global pilot by the LEGO Group–using AI technology the initiative aims to make the LEGO play experience more accessible for those with vision impairment. We call it: LEGO® Audio& Braille Building Instructions.

The idea comes from Matthew Shifrin, who was born blind. As a child, he developed a strong passion for LEGO play. However, he always needed assistance when it came to specific LEGO building instructions.

“I had a friend, Lilya, who would write down all the building steps for me so that I could upload them into a system that allowed me to read the building steps on a Braille reader through my fingers. She learned Braille to engage with me and support my LEGO passion, and then spent countless hours translating LEGO instructions into Braille”.

Shifrin would pore over his customized instructions to create models such as the LEGO Creator Expert Sydney Opera House and London Tower

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LEGO The Simpsons Rumor from 2019 D23 Expo

August 26, 2019 / Allen "Tormentalous" Tran

A few years ago, LEGO surprisingly released some sets for The Simpsons TV show along with a couple of Collectible Minifigure series. The theme was very short-lived but it was pretty popular among fans. As we know by now, Disney acquired 21st Century Fox earlier this year so in turn, Disney owns The Simpsons. You’ll be able to stream the series on Disney+ when it launches in November.

The 2019 D23 Expo was this past weekend and there was a Simpsons panel there where creator Matt Groening was one of the guests. Of course, there was a Q&A session and it was reported that someone asked if there will be more LEGO The Simpsons sets and he responded “it is likely.” I’m not sure if the question was really asked but it was news that someone forwarded to me a few days ago and it’s worth taking a look at.

Obviously, LEGO had a partnership with Fox to produce some sets including a BrickHeadz set that had a very short shelf life last year so it’s a matter of whether LEGO intends to make more or not. LEGO also has a great relationship with Disney as well and I don’t see why they couldn’t reach out for a possibility to make more sets. Also the original tweet was deleted so that is a major red flag. Either it was a fake tweet and they decided not to keep it up or it they were asked to remove it because the creators weren’t supposed to talk about … Continue

LEGO Seasonal Toy Soldier Ornament (853907) Revealed

August 22, 2019 / Allen "Tormentalous" Tran

The holiday season is just around the corner and it looks like there’s an image of one of the new ornaments LEGO will be releasing this year. The first one that has been revealed is the Toy Soldier (853907) which has 43 pieces and will retail for $7.99. It will be available starting on October 1.

Adorn your Christmas tree with this delightful LEGO® Iconic 853907 Toy Soldier Ornament. Build the toy soldier and wrapped gifts, mount them on the round baseplate and place them inside the bauble. Then hang it with the decorative red ribbon to bring a touch of festive LEGO joy to your Christmas tree.

Features a buildable LEGO® Toy Soldier, 3 buildable wrapped gifts and a round baseplate, plus an opening transparent plastic bauble and a decorative red ribbon for hanging.

LEGO Legacy: Heroes Unboxed Pre-Registration Now Live

August 22, 2019 / Allen "Tormentalous" Tran

Pre-registration for LEGO Legacy: Heroes Unboxed is now live and you can now sign up to get in-game welcome gifts when the game officially launches in the near future. In addition, there is a vote going on to choose your favorite minifigure out of the Hot Dog Man, Darwin, and Blacktron Dwayne and the most popular minifigure will be gifted if the last milestone is reached. As of this post, we are halfway to the 100k coins milestone. Check out the preview trailer below.

Paris, August 22, 2019 – Gameloft, one of the world’s leading publishers of mobile games, today announced that pre-registration is now available for LEGO® Legacy: Heroes Unboxed. LEGO fans and battle-RPG lovers can now visit LEGOLEGACY.com to learn all about this new mobile game gathering 40 years of LEGO minifigure history and universes.

In LEGO Legacy: Heroes Unboxed, players will collect classic and modern LEGO minifigures and sets, form a party and engage in epic and fun team battles and adventures. The game will feature iconic, fan favorite universes from yesterday and today, recreated with incredible detail to please players of all ages. The new gameplay trailer unveiled today offers a sneak peek of what will come out of the box.

Fans that pre-register will be rewarded with in-game currency and gems when the game launches globally this Fall. In addition, pre-registered fans will be able to vote for their minifigure of choice between Hot Dog Guy, Blacktron Dwayne and Darwin. The Minifigure with the most votes will be gifted in-game at

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LEGO BrickHeadz Scarecrow (40352) Official Images

August 20, 2019 / Allen "Tormentalous" Tran

There are now official images of a previously unknown LEGO BrickHeadz set with the Thanksgiving Scarecrow (40352). For some reason, this set was not shown on the back of this year’s lineup but the mystery of it has been solved. The set features a scarecrow on top of a pole along with some small field builds with fences. There’s no piece count but it’ll retail for $9.99 and will be available in October.