Toyworld Mag: LEGO reports fall in sales

March 6, 2018

- Advertisement -

After 13 consecutive years of growing sales, LEGO have hit a bump in the road which has seen their profits slide. Toyworld Mag investigate further.

Lego has blamed the weak performance on “cleaning up” unpopular product lines, as well as a drop in sales in Europe and North America.

Revenue for 2017 dropped by 8% to 35b Danish kroner (£4.2b; $5.8b), compared to 37.9b kroner in 2016. Pre-tax profits slid 18% to 10.4bn kroner in 2017.

The company has been increasing sales in new markets, particularly in Asia. Lego said that it saw “strong potential” in its business in China, where sales enjoyed double digit-growth last year.

In September, Lego said its half-year results had suffered because it had stretched itself too thin by diversifying into products that were not toys, such as the Lego movies.

Tags
LEGO

SourceToyworld Mag

Mark Newbold

Exploring the galaxy since 1978, Mark wrote his first fan fiction in '81 and has been a presence online since webpage Fanta War in 1996. He is the EiC and Daily Content Manager of Fantha Tracks and currently contributes to ILM.com, SkywalkerSound.com, Star Wars – Das Offizielle Magazin, Journal of the Whills and Starburst Magazine, having previously contributed to magazines Star Wars Insider, Geeky Monkey, TV Film Memorabilia, Model and Collectors Mart, partworks Build Darth Vader, Star Wars Encyclopedia, and Build The Millennium Falcon, and websites Jedi.net, Jedi News, StarWars.com, Lightsabre.co.uk, and Wirezone. He is the only podcaster to have appeared on every Celebration podcast stage since it began in 2015 (hosting it four times), and is the co-host of Making Tracks, Canon Fodder and Start Your Engines on Fantha Tracks Radio.

- Advertisement -

Counting Down To:

September 2026

tue22sep12:01 AM11:59 PMLucas Museum of Narrative Art opening ceremonyEvent ends in

Event Details

The Lucas Museum of Narrative Art celebrates the power of visual storytelling. Founded by George Lucas and Mellody Hobson, the museum explores how images move us and shape our collective memory. From Frida Kahlo’s self-portrait to Norman Rockwell’s scenes of everyday life to Charles White’s portraits of dignity. Each invites reflection. Each tells a story.

Designed by Ma Yansong of MAD, the Lucas Museum is located in Exposition Park in the South Los Angeles region. The museum’s campus includes new green space designed by Mia Lehrer and her team at Studio-MLA. Inside the building, our galleries explore timeless themes—family, love, work, play, fantasy, and more. Additional spaces include two state-of-the-art cinematic theaters and dedicated areas for learning, dining, retail, and events.

George Lucas and Mellody Hobson share a conviction that illustrated stories connect people across cultures and generations. Their decades of collecting span iconic American painting and popular illustration, comics, and cinematic art.

Lucas, creator of the Star Wars and Indiana Jones franchises, and founder of the George Lucas Educational Foundation began collecting in college, when the only art he could afford was original comic art for $30. Over 50 years, that collection has grown to more than 40,000 works. “I could never sell my art,” Lucas says. “It just is not what I think art is. I think it’s more about an emotional connection with the work, not how much it cost.”

Hobson, in addition to managing Ariel Investments, is the former chair of Starbucks Corporation and serves as a director of JPMorganChase.

In 2010, Hobson and Lucas signed the Giving Pledge, a campaign and public promise by some of the world’s wealthiest philanthropists to give the majority of their wealth to charitable causes. The pair is committed to improving education, particularly through the arts. “We’ve always said we’re holding society’s money, which we fully intend to give back,” Hobson says. “This is how we’re doing it.”

Time

September 22, 2026 12:01 AM - 11:59 PM(GMT-07:00)

Calendar GoogleCal

October 2026

sat17oct11:00 AM4:00 PMThank The Maker: Rogue One - Saturday 17th October 2026The Journey Behind The Star Wars StoriesEvent ends in

February 2027

sun07feb10:00 AM11:59 PM‘Star Wars: The Experience – A Journey Through the Galaxy’: 13th February 2027Event starts in

Event Details

The world premiere exhibition, Star Wars™: The Experience, an epic journey through the legacy of Star Wars™, will open at The Franklin Institute in Philadelphia on February 13, 2027, as part of the Star Wars 50th anniversary celebration.

Created by The Franklin Institute, in collaboration with MDSX, Lucasfilm and Disney Consumer Products, Star Wars™: The Experience – A Journey Through the Galaxy, is the largest and most comprehensive behind-the-scenes exhibition celebrating the Star Wars galaxy, and the official exhibition during the landmark anniversary year.

The all-new exhibition spans 18,000 square feet of visually rich, interconnected galleries, featuring large immersive moments, screen-used artifacts, and an RFID-powered experience for an interactive, personalized, and cinematic journey into the creative force behind Star Wars. It presents an extraordinary collection of more than 70 artifacts, many of them screen-used and on view for the first time from Lucasfilm, including legendary screen-used pieces such as Darth Maul’s lightsaber and Darth Vader’s costume. A selection of creatures, droids, and other alien species, including Grogu, R2-D2, and C-3PO, will be visible up close, along with a speeder bike, and original props from Andor.

From sound design and costume creation to fan art and gaming, the exhibition celebrates the intersection of art, innovation, and fandom, showcasing how Star Wars has always been, and will always be built by dreamers. It charts the evolution from analog ingenuity to digital reinvention and highlights the voices of early makers and the current global fandom, uncovering the creativity, craftsmanship, and community that make it a timeless treasure.

“Star Wars created a cultural landscape that spans decades and delivers massive, undeniable global appeal,” said Larry Dubinski, President and CEO of The Franklin Institute. “Its influence extends far beyond cinema—shaping entertainment, culture, technology, and business, while redefining how stories are created, experienced, and shared across generations. The Franklin Institute is excited to put Philadelphia once again at the center of a major cultural moment with another blockbuster world premiere exhibition in 2027.”

“Star Wars: The Experience represents more than four years of collaboration, creativity, and shared vision with Lucasfilm, Disney Consumer Products, and MDSX,” said Abby Bysshe, Chief Experience and Strategy Officer at The Franklin Institute. “Bringing an experience of this scale to life takes an extraordinary amount of dedication and expertise, and together this team has created something we believe will captivate audiences and celebrate the extraordinary and lasting impact of Star Wars.”

“This exhibition is an authentic celebration of the ingenuity and pioneering spirit of Star Wars and its cultural impact across decades,” said Dan Picard, owner, and creative director at MDSX. “It places fans inside unique aspects of the Star Wars saga—blending unforgettable moments, behind-the-scenes creativity, and the fandom that continues to shape the galaxy today. That is what makes this exhibition such an exceptional experience, and one we are proud to be part of.”

EXCLUSIVE DETAILS AND FIRST LOOK AT EXHIBIT RENDERINGS AT SAN DIEGO COMIC-CON

The Making of Star Wars™: The Experience (Panel)
Friday, July 24, 2026, 4:00PM-5:00PM (PT), Room 7AB

Exclusive to San Diego Comic-Con attendees, the creative minds behind Star Wars™: The Experience will share more about the making of the exhibition, revealing insider insights and the first gallery renderings.

Moderated by Ashley Eckstein, actor and the voice of Ahsoka Tano in animated series including Star Wars: The Clone Wars, Star Wars Rebels, Tales of the Jedi—panel experts include Matt Martin, Sr. Creative Executive of Franchise Content and Strategy at Lucasfilm; Portia Fontes, Manager of Physical Assets at Lucasfilm; Abby Bysshe, Chief Experience and Strategy Officer at The Franklin Institute; Dan Picard, Creative Officer and Owner of MDSX; and Dave Edmonds, Art Director at MDSX.

The creative team will dive into questions such as: How do you balance cinematic authenticity with exhibition design? What is the visual identity of the experience? What are some of the never-before-seen archival pieces, and how do you celebrate 50 years of Star Wars in a way that feels as epic, emotional, and immersive as the saga itself?

Tickets will go on sale in November for Star Wars™: The Experience, which will run from February 13 to September 6, 2027. Following the Philadelphia premiere, the exhibition will launch a five year North American tour.

Time

February 7, 2027 10:00 AM - 11:59 PM(GMT+00:00)

Location

The Franklin Institute

222 North 20th Street

Other Events

Calendar GoogleCal

fri19feb12:01 AM11:59 PMStar Wars 50th Anniversary releaseEvent starts in

April 2027

fri02apr(apr 2)6:00 PMsat03(apr 3)1:00 AM#CANTINA 3: Friday 2nd April 2027Event starts in

- Advertisement -

After 13 consecutive years of growing sales, LEGO have hit a bump in the road which has seen their profits slide. Toyworld Mag investigate further.

Lego has blamed the weak performance on “cleaning up” unpopular product lines, as well as a drop in sales in Europe and North America.

Revenue for 2017 dropped by 8% to 35b Danish kroner (£4.2b; $5.8b), compared to 37.9b kroner in 2016. Pre-tax profits slid 18% to 10.4bn kroner in 2017.

The company has been increasing sales in new markets, particularly in Asia. Lego said that it saw “strong potential” in its business in China, where sales enjoyed double digit-growth last year.

In September, Lego said its half-year results had suffered because it had stretched itself too thin by diversifying into products that were not toys, such as the Lego movies.