The Lego Group recently released its Annual Report 2020, providing its financial results for the past year. Among the highlights is that the launch of Lego Super Mario ranked among the best new product launches the company has seen, and the report in fact references this in three separate places.
Most prominently, it appears in the opening letter from the CEO, Niels B. Christiansen, who said, “In 2020, we saw early benefits of these investments. A strong, diverse portfolio attracted builders of all ages. The launch of LEGO® Super Mario™ introduced an entirely new way to play and was one of our most successful new themes.” Precise numbers on how well Lego Super Mario sold were seemingly not provided, but whatever they were, they were quite good.
This should come as a surprise to no one though. Combining Lego, one of the most renowned toy brands in the world, with Super Mario, the ultimate video game brand, (Shut up, Minecraft.) was definitely going to push a lot of units, especially when you factor in these sets’ unique interactive digital elements, including the images that appear on Mario’s body.
What do you think of Lego Super Mario having a stellar product launch, and are you part of the reason for those terrific sales?