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Christmas without Lego? The horror!

TheCopenhagenPost
October 21st, 2015


This article is more than 9 years old.

Plastic block behemoth faces big challenge to keep up with Star Wars demand

A shortage of Lego is looming this Christmas (photo: Alan Chia)

Lego is boosting its production around the world, but a company spokesperson has conceded the company might be unable to deliver all of its orders before Christmas.

And while that might sound like a long way ahead to be making such predictions, it might have something to do with what happened a long time ago in a galaxy far, far away.

The release of ‘Star Wars: Episode VII – The Force Awakens’ will create an unprecedented demand for Lego’s Star Wars line.

“It has exceeded both ours and our customers’ forecasts,” Lego spokesperson Roar Trangbæk told Jyllands-Posten.

“We will not be able to deliver all of the orders coming from customers over the remainder of the year.”

Trangbæk did not say which lines of toys or countries would be affected, but he did say that Lego would be able to deliver the orders it had already received but may have trouble filling new orders later this year.

According to Trangbæk, the company usually does 60 percent of its annual volume over the festive holiday season and 2015 had already outperformed expectations.

READ MORE: Lego reports double-figure sales increase for first half of 2015

Even more investment
Lego’s sales over the first part of the year have already pushed it into first place among the world’s toymakers.

“We are running our factories at maximum capacity and will do everything we can to meet demand,” Trangbaek said.

The unlisted company, owned by the family of founder Ole Kirk Kristiansen, invested more than 3 billion kroner in plants and equipment last year to make more toys.

There were holiday shortages in some countries last year including Denmark and Canada.

Lego is building a factory in China that is expected to be up and running in 2017.


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Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

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At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”