Why Legos Stores Are Growing While Other Kids' Stores Are Floundering

While many toy stores and other stores geared toward kids are closing, there is one kids' store that is growing. 

The Lego company achieved 13% growth in 2020.  Yes, you read that correctly, 13% growth even in a year littered with a pandemic.

While the COVID-19 pandemic is forcing many retailers around the world to close, LEGO opened 134 new stores – of which 91 were in China – last year.

The company plans to open a further 120 new shops in 2021, including 80 in China alone, expanding its total global store count to almost 800 in 2021. 

While they are opening many new physical locations, they are also increasing their ability to serve those who prefer to shop online.  Lego.com doubled in online shopping last year.  Existing brands are also being used to expand into new categories and demographics.  

Another part of the Lego strategy targets dad and mom.  LEGO released its 2nd 2D tile building theme, LEGO Arts, in 2020 featuring Andy Warhol’s Marilyn Monroe, The Beatles, Marvel Studios Iron Man, and Star Wars The Sith. Recent consumer research has revealed that there is a large market for toys and games for adults. 

A big factor is Lego's success in their retail stores is the hands-on opportunities to try products out in the store. They are aiming for families, who come to the store to have a hands-on, immersive experience.  When this happens, families can enjoy the shopping experience together.  

What can we learn from this as children's ministry leaders?

Online and in-person shopping will continue to compete.  It doesn't have to be a either or, but rather it can be both.  Many churches will continue to offer online children's services while offering in-person services at the same time.  It will be interesting to see how this pans out.

Make it an experience.  Families are looking for opportunities to make memories together. A Lego store is a great place to do that.  Families can engage in hands-on, building experiences together.  

Are you providing opportunities for kids and parents to make memories together at church?

Are you providing hands-on, interactive learning experiences for parents and their children?

Are you providing serving opportunities for kids and parents to serve in together?  

I've shared this before, but it fits here, so let me share this again. 

At one of the churches where I served as children's pastor, we decided to give families the opportunity to serve together.  We announced ahead of time that we would do this.  

On the Sunday morning of the experience, we dismissed the service 20 minutes earlier than normal.  We had assembly lines set up outside with supplies for families in another country that we were helping. 

We wondered how the attendance would do with this serving event announced ahead of time?  Surprisingly, families came to experience this together.  Attendance spiked way up.  And kids got to serve with their parents.  It turned into a big event.

Your turn.  Share your comments below.

What are your thoughts on getting kids serving at an early age?  

Would you say your ministry does a great job at providing experiences for families?

Would your ministry be more like a Lego store or a Toy's R Us store?

Are your lessons for kids hands-on, inter-active experiences?  How can you improve this and make it even more engaging?