How to buy Lego shares (2024) – invest in Lego stocks

Do you want to invest in Lego shares? In this article, we will look at whether it is possible to buy Lego stocks. You will also find an extensive analysis of the strengths and weaknesses of Lego shares.

How to buy Lego shares?

The only way to “invest” in Lego is by buying rare Lego sets and reselling them for more money. Some Lego sets are worth hundreds of dollars. Unfortunately, the company itself is not listed on the stock market, so it is not possible to buy Lego stocks.

Do you still want to invest in other stocks? You can! In the table below, you can see an overview of reliable stockbrokers. By opening an account, you’ll be well-prepared if Lego decides to go public:

eToro buy stocksBuy Lego without commissions. Your capital is at risk. Other fees may apply.
Plus500 trade stocksSpeculate with CFD's on increasing & decreasing prices of Lego! 80% of retail CFD accounts lose money.
DEGIRO buy sharesBenefit from low fees, an innovative platform & high security!
Avatrade buy sharesSpeculate on price increases and decreases of Lego with a free demo!

If you still want to invest in toys, you can also choose to invest in a competitor.

Why can it be smart to buy Lego shares?

  • Strong brand: Lego is a globally known brand that is very popular. The brand is estimated to be worth more than $9 billion.
  • Diversification: Lego makes its money by selling LEGO toys, but also releases successful games.
  • Strong results: Lego performs well financially and has enough room to grow.
  • Attraction parks: the Lego brand operates several successful attraction parks.

What risks should you consider when investing in Lego stocks?

  • Legal problems: Lego must be careful of disputes over intellectual property, since lawsuits can put pressure on Lego’s results.
  • Competition: toy brands are constantly competing for the attention of young people. If the interest in Lego declines, profitability can be affected.
  • Dependency: Lego is dependent on global supply chains.

What are Lego’s biggest competitors?

  • Mattel Inc.
  • Hasbro
  • Spin Master
  • Moose Toys
  • Bandai Namco Holdings

How to invest in Lego shares?

  1. First open an account with a reliable stockbroker.
  2. Activate your account by confirming your identity.
  3. Then deposit money from your bank account to the broker.
  4. Select the LEGO share and enter the amount you want to invest.
  5. Press buy to invest in LEGO shares.

Lego IPO (Initial Public Offering)

There are no plans for a public offering of Lego shares. The Kristiansen family also has no plans to do so. If Lego decides to go public, all details will be shared on this page.

Why is Lego not tradable on the stock market?

The Kristiansen family wants to maintain complete control over the company. The company also would like to keep its headquarters in Billund, Denmark.

Alternative investments for Lego

  • Roblox: This popular multiplayer game attracts many young people and can be an interesting investment.
  • Jakks Pacific: This brand produces toys based on popular movies and video games.
  • Mattel: This toy company produces the popular Barbie.
  • Hasbro: Hasbro produces various popular toy products.

The founding of Lego

Danish carpenter Ole Kirk Christiansen founded Lego. In 1916, he began building houses and furniture. In the 1930s, during the depression, he decided to make miniature versions of his products. He made miniature ladders and iron plates.

From modern toys to Lego

Christiansen decided to produce plastic toys. He also made a truck that could be taken apart and put back together. Then he saw plastic building blocks at Kiddikraft, a competitor.

In 1949, Lego began producing its own plastic building blocks. Ten years later, it was a successful product: the blocks sold well. So well that the production line for wooden toys, lost in a fire in 1959, did not need to be rebuilt.
Buy Lego shares

What changed with the arrival of Lego

Lego was a product that was suitable for mass production. That was a change, as wooden toys were always handmade.

Lego therefore plays into the children’s world of experience. For this reason, they opened their theme park, by following in the footsteps of Disney.

Declining sales

In 2017, for the first time in years, Lego saw its sales decline. Sales in both Europe and North America were disappointing, which led to a reduction of inventory.

As a result of the disappointing sales figures, many toys had to be sold at a discount. For the first time in 13 years, the company was confronted with a declining turnover. In September 2017, Lego announced that 1.400 jobs would be cut worldwide.

Should you buy Lego stocks?

LEGO has been a very popular toy brand since 1932. Moreover, the company collaborates with well-known franchises, which allows the company to release Harry Potter and Star Wars LEGO. This has enabled LEGO to capture a large market share.

Another advantage of LEGO is that the company has control over a large part of the supply chain. which reduces the risks for investments in LEGO.

However, it is important to keep a close eye on the competition. When young people find other toys more interesting, they may decide to switch. The results of LEGO and LEGO stocks may then come under pressure. Moreover, never forget that investing is risky, and that you can lose a large part of your investment.

Try trading risk free?

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