Kids are clamoring

to get their hands on the newest sets of Lego bricks, propelling sales and sparking a recruiting push at the toy giant Lego Group. Themed sets of building blocks drawing on the popularity of “Star Wars” and “Harry Potter” helped the Danish company report a 17 percent jump in 2022 revenue. Chief executive Niels B. Christiansen says the toymaker is hiring thousands of employees at a time when the toy industry is cutting back. On Tuesday, the CEO said Lego wants to hire 500 more digital experts in Denmark, the United Kingdom and China, in addition to as many as 6,000 workers for its new factories in the United States and Vietnam over a number of years.