Sebastian Alt, Senior Business Development Manager Travel Retail Development at the LEGO Group
Although the LEGO Group has been present in multi-category travel retail stores for decades, it’s seen a boom in business over the last several years. Moving beyond its unique business model, which aims to reach passengers who are in a rush – also known as “grab & go shoppers” – LEGO Travel Retail wants to deliver a truly immersive brand experience to passengers in airports worldwide. Since 2018, the company has opened over 60 boutique LEGO Travel Stores with retail partners at airports across the globe.
When asked if this rate of opening is sustainable, Sebastian Alt, Senior Business Development Manager Travel Retail Development at the LEGO Group, responds with “absolutely.” He says it’s sustainable for a couple of reasons: one, the company has extended its portfolio to create desirable products not only for kids, but also for adults; two, the brand teams up with long-term retail partners and airport landlords to expand its network of shops.
Alt goes on to speak about how the company has navigated and communicated its transition from existing solely as a toy brand to a family brand with multi-generational appeal. “I believe the foundation of the transition is that we see the adult target group as an incremental opportunity without compromising on our core purpose: to create relevant toys that inspire and develop the children of the world,” he says.
First carbon neutral LEGO factory will open in 2024 in Vietnam
Right now, the biggest news coming out of Asia Pacific is that the company sees significant growth potential – domestic and travel retail – which will result in the opening of a carbon neutral run factory in Vietnam in 2024 to service the region.
As previously reported, the LEGO Group will invest more than US$1B in the 44-hectare site, which is located in the Binh Duong Province almost 50 kilometers away from Ho Chi Minh City. This site will be the brand´s first carbon neutral run factory and the sixth to expand its global manufacturing footprint and support long-term growth in Asia Pacific. The move is expected to create up to 4,000 new jobs.
