37.9 billion kr. (2016)
How they do it: Lego has a network of brand stores, selling only Lego products and accessories. These are usually placed in popular locations and include exhibition of complicated Lego construction consisting of thousands of individual Lego parts.
How they do it: In addition to its brand stores and selling through retailers, Lego maintains an online store. The online store does not only have the classic products but also exclusive product lines as well as the possibility to purchase individual ”hard-to-find” parts.
How they do it: Lego parts allow individual recombination of the parts. However this recombination is only possible with other official Lego parts and no other toys. This leads to a lock-in for customers, as the size of an existing Lego collection determines also the value of new Lego products, as the recombination possibilities are increasing.
How they do it: The many opportunities to take Lego sets apart and recombine the individual parts across sets to individual buildings, allow customers an unlimited amount of individualization opportunities with their Lego toys.