Lego CEO Niels B. Christiansen's ratings sink as the toy maker's struggles continue

7 months ago by Connor Ibbetson in Features, Trends

The year is 1949, Danish toymaker and carpenter Ole Christiansen has an idea that will go on to become one of the best-selling toys of all time. His idea, the interconnecting brick construction toy we now call ‘lego’, is now a multi-national company that has made over 400 billion Lego bricks since 1958. The Lego company ($LEGO) now produces feature-length movies, videogames, and has licenses to everything from Star Wars to Pirates of the Caribbean.

However, not all is well for the toy maker, in March this year Lego reported an 8% drop in sales for 2017. It is the first drop in sales for the company since 2003, when Lego came close to total collapse. Sales reveune dropped to around 35bn Danish kroner (thats about $5.8bn). A Lego spokesperson admited to the BBC that the company had produced 'too many bricks' and couldnt find enough retail space for its products, leading to alot of stock sitting in warehouses and being solded at lower prices. 

Looking at average Glassdoor ratings for Lego Groups current CEO, Niels B. Christiansen, grandson of Ole Christiansen, things don’t look positive. Christiansen’s approval rating among his employees has dropped 40% since his start in October 2017.

Looking at Glassdoors tracking of employee outlook, the downturn continues, just 39% of LEGO group employees have a positive outlook on the future of the business.

The poor business outlook comes despite new innovation from the company, such as new bricks made of a plant-based plastic sourced from sugarcane which are designed to be more sustainable than the conventional plastic used in their normal bricks.

Poor employee morale could also be attributed to the 1,400 jobs that were cut by the Danish company in 2017, and despite numbers rising again in the late half of 2017 and early 2018, May saw another dip in the number of people reporting The LEGO Group as their employer.

The job cuts likely come as a result of the aforementioned 8% drop in sales.  In fact, looking at the best-selling Toys and games on Amazon in the past 30 days, LEGO only has only entry in the top 20 at number 18.

Item Name Brand Category Category Rank Price (USD)
Exploding Kittens Card Game Exploding Kittens LLC Toys & Games 1 $19.99
L.O.L. Surprise! Pets L.O.L. Surprise! Toys & Games 2 $19.99
What do you Meme? What Do You Meme Toys & Games 3 $29.99
Cards Against Humanity Cards Against Humanity LLC. Toys & Games 4 $25.00
Play-Doh Modeling Compound 24-Pack Case of Colors (Amazon Exclusive) Play-Doh Toys & Games 5 $20.99
Intex Donut Inflatable Tube Intex Toys & Games 6 $6.99
Cards Against Humanity: Green Box Cards Against Humanity Toys & Games 7 $20.00
Intex Swim Center Family Inflatable Pool, Intex Toys & Games 8 $22.99
Hatchimals Surprise Hatching Egg with Surprise Twin Interactive Creatures by Spin Master Hatchimals Toys & Games 9 $39.99
L.O.L. Surprise! Confetti Pop-Series 3 Collectible Dolls L.O.L. Surprise! Toys & Games 10 $12.88
Hatchimals CollEGGtibles  Hatchimals Toys & Games 11 $18.85
Nerf Official N-Strike Elite Strongarm Blaster (Amazon Exclusive) Nerf Toys & Games 12 $12.99
Jenga Hasbro Toys & Games 13 $16.99
Hatchimals CollEGGtibles Season 2 - 4-Pack Hatchimals Toys & Games 14 $8.89
Exploding Kittens: NSFW Edition Exploding Kittens LLC Toys & Games 15 $19.99
Intex Unicorn Inflatable Ride-On Pool Float Intex Toys & Games 16 $18.99
Intex Floating Recliner Inflatable Lounge Intex Toys & Games 17 $21.99
LEGO Friends Heartlake City Playground 41325 Building Kit (326 Piece) LEGO Toys & Games 18 $53.00
Mattel UNO Card Game Mattel Games Toys & Games 19 $4.77
Imploding Kittens: This is the First Expansion of Exploding Kittens Exploding Kittens LLC Toys & Games 20 $14.99

Connor Ibbetson

An avid data fan, Connor is a London based journalist finishing his masters in Interactive Journalism. If he's not making graphs or cleaning data, you'll probably...

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