The Moodie Davitt Report sat down (nearly) with LEGO Group Head of Growth and Coaching Sebastian Alt to focus on the firm’s ambitions in the Americas and its participation in the upcoming Summit of the Americas — A Digital Expertise.
“The Americas enterprise is essential to the LEGO Group. It’s one of our key progress drivers with countless alternatives.” So says LEGO Group Head of Growth and Coaching Sebastian Alt as he prepares to showcase the firm’s newest product improvements at the upcoming Summit of the Americas — A Virtual Experience (5-9 April).
“We’re trying ahead to e-assembly retailers and landlords from the Americas and from all journey retail channels at the Summit of the Americas,” Alt provides.
LEGO Group might be highlighting new product novelties from its LEGO, DUPLO, LEGO Metropolis, LEGO Buddies and LEGO NINJAGO strains at the pioneering occasion.
That is as well as to debuting new, but to be revealed, model collaborations, following the firm’s profitable partnerships with Nintendo for the ‘Adventures of LEGO Tremendous Mario’ and with Ducati for the ‘Ducati Panigale V4 R’ in 2020.
Final yr, LEGO Group partnered with Marshall Retail Group to open its first airport retailer in the US at Salt Lake Metropolis Worldwide Airport, signalling the starting of the group’s enlargement plans in the area.
Nonetheless, whereas LEGO Group focuses on enhancing digital innovation, Alt says that the brick & mortar airport retailer is extra essential than ever. “As well as to assembly business targets, airports are more and more trying to develop a stronger identification aligned to their model and passenger profile,” he says. “That is the place we imagine the LEGO Airport Retailer can play a significant position.
“The LEGO Airport Shops interact the shopper, reignite childhood recollections and convey a smile to their faces. Plus, there’s at all times one thing new and thrilling at our shops. Aside from that, we’re additionally searching for new alternatives inside the cruise channel and may’t anticipate cruise strains to set sail once more.”
Commenting on how journey retail can interact with customers to drive a sustained restoration, Alt says, “Journey retail wants to creating an attractive and protected buying atmosphere, which might be key to success in the close to future. I imagine that we’ll see a rising enterprise in contrast to 2020. Nonetheless, we don’t count on the actual take off to occur earlier than late summer season this yr.”
Alt additionally illustrates how LEGO Group merchandise can assist deliver households collectively by reigniting recollections and provoking youngster-like surprise (a beautiful sentiment throughout these tough occasions).
Alt says, “Throughout the first half of 2020, we’ve got seen our investments in lengthy-time period progress initiatives akin to ecommerce and product innovation repay.
“Our sturdy portfolio appeals to builders of all ages and we attracted new builders who turned to LEGO play to assist them by means of tough occasions. Extra households are enjoying and studying along with LEGO bricks and we’re seeing extra adults than ever earlier than having fun with constructing our tougher units.”