In 2018, Lego's revenue increased by 4% year-on-year to US$5.55 billion, and its net profit increased by 355% year-on-year to US$870 million. Growth mainly comes from the US and Chinese markets. In fact, the global toy retail industry was not very prosperous in the past year. After four consecutive years of growth, global toy sales fell by 2% in 2018, according to market research firm NPD. Lego maintains growth mainly by expanding sales channels.

In the U.S. market, LEGO added 20,000 distributors in 2018, including the well-known department store Kohl's Department Store, art retailer Michael's Department Store, and discount retailer Dollar Department Store. We also increased shelf space in Walmart and Target stores. This is also Lego's first foray into discount stores. As Lego's new product launch cycle is long and most products are not cheap, Lego's low-cost product lines in discount stores are very popular. Lego also launched an online toy lab at Walmart, allowing younger consumers to play with Lego Genesis Pirates roller coaster bricks online. This directly stimulated sales of the LEGO Genesis series.

The ferocious T-Rex brick from the LEGO Genesis series was one of the best-selling toys online during last year's holiday season. From a business perspective, the current price and sales volume of domestic building blocks should be a natural balance. The core is to continuously improve the design level of the original kit, gradually accumulate reputation, and make people feel that although the parts of this kit are not as exquisite as Lego, the structure/concept is also very clever. Only in this way can we gradually transform from a cost-effective route to High quality. In the absence of excellent designers, it is more pragmatic to pay for excellent MOCs.

The 17 types of wooden blocks in Lego toys are different from Kogo toys, including four-wheelers. The first instance did not fully support Lego’s claim, which was reasonable, artistic, and consistent with the composition requirements of the work. This strategy is called fish farming. Allowing infringers to infringe and profit first does not constitute infringement, and is based on considerations of balancing interests. Senior Municipal Manager: Lego bricks are not functional art. The amount of compensation can be determined based on the infringer’s profits from the infringement. In this way, it is believed that the level of artistic creation of the Lego toy building blocks involved is indeed not high.