Christmas shortage warning as Lego struggles to cope
Children hoping for Lego toys this Christmas could be left disappointed after the company admitted it may be unable to fulfil orders in the run-up to the festive season.The toy firm said it had failed to predict an 18 per cent boost in sales earlier this year which had put “strain” on its manufacturers.The Danish company apologised and insisted it would try to ensure it was not “disappointing children”.Experts said that while toy makers often complain of shortages before Christmas, Lego’s popularity following the Lego Movie and its Star Wars range meant demand was exceeding supply.John Baulch, publisher of Toy World magazine, said: “I can be sceptical of stories circulating in the run-up to Christmas talking about product shortages but I think this is absolutely genuine.“Lego has had a hugely successful couple of years. Demand for products globally has really taken off and the simple fact is that it can put huge pressure on the production process.“It’s very difficult for Lego to predict demand because it has such a wide range of products.”Steven Reece, toy consultant at The Toy Verdict, said: “There probably is a capacity issue. Unlike other companies which use third parties for manufacturing, Lego do it themselves.“Because it’s such an emotive issue, with parents being pestered for toys, it’s very rarely a cynical ploy.”Gary Grant, the owner and founder of The Entertainer toy store chain, said their shelves were not as full with Lego as expected ahead of the busiest time of year.“It’s a success story,” he said. “They are probably one of the most organised toy companies in the world in terms of production. They’re just on a roll.”Lego spokesman Roar Trangbaek said retailers which had already made orders for the plastic brick sets will have their products delivered, but the company may have trouble fulfilling new orders later this year.He added that “select countries in Europe” could be affected but refused to comment on whether that included the UK or which
