In what sounds like the premise for either a heartwarming Christmas tale or a horror movie, LEGO has announced it may not be able to produce enough bricks to meet holiday demand in Europe.
"We will not be able to deliver all of the orders coming from customers in the remainder of the year," Roar Trangbaek, a spokesman for the Danish toymaker, told Reuters.
If this were a holiday movie, the trailer now would likely now cut to Bradley Cooper rallying the townspeople to ensure all of those orders are met. But it's not, and so all LEGO can do is push ahead at full steam. "We are running our factories at maximum capacity and will do everything we can to meet demand," Trangbaek said.
The world's largest toymaker, LEGO saw sales surge 18 percent in the first half of the year, to $2.1 billion, surpassing Mattel. That rapid growth caught the company by surprise. "It is really extraordinary and it has exceeded both ours and our customers' forecasts," Trangbaek admitted.
The company is building a new factory near Shanghai, China, that will produce toys for most of Asia once it's up and running in 2017. According to Bloomberg, LEGO also plans to add about 3,000 workers to its site in Monterrey, Mexico, through 2020, and expand its factories in Denmark and Hungary.
However, that won't solve any of this year's problems.