Lego outsources distribution, fulfillment

Looking to increase its competitiveness in the toy market, Lego Group's North American division recently signed contracts with several companies for the outsourcing of its production, distribution and fulfillment operations.

Lego Brand Retail, the direct-to-consumer sales division of Denmark-based Lego Group, is partnering with PFSweb Inc. for order fulfillment from its Shop at Home catalog and online store at www.shop.lego.com. Beginning in April, Lego orders will be fulfilled from PFSweb's Memphis, TN, location.

Lego Systems, Enfield, CT, the North American division of Lego Group, also signed a deal with Exel Inc. for distribution of Lego products to retailers in the United States and Canada. Lego products will be distributed from Exel's facility in Alliance, TX, which opens in January.

Flextronics, a design, engineering and manufacturing company with facilities in more than 30 countries, was announced as Lego's production partner this past June.