All data is delayed
See More

Lego sales soar on girls' series

Feb 21 2013 15:42

Denmark - Lego's sales soared 25% last year thanks in part to its new series of building blocks designed for girls.

The privately owned company said Thursday that on revenue of 23.4bn kroner ($4.2bn) its net profits grew 38%, to 5.6bn kroner ($1bn).

The company, based in western Denmark, said the Lego Star Wars and Lego Ninjago series remained among the more popular, but it was a novel rollout for girls, Lego Friends, that sold better than expected - to the extent that production units were unable to keep pace with demand.

In the United States, Lego Friends surpassed early projections, with its sales eventually increasing three times more than expected, Lego said.

The new line, which includes mini-figures in pink, a dream house with a pool, and a beauty shop, was criticized by some US consumer groups as reinforcing gender stereotypes.

Lego said its share of the total US toy market has quadrupled in five years. As of the end of 2012 it was at 7.9%, up 1.6 percentage points from the previous year.

Markets in North America, Asia and Europe delivered "impressive" sales results, the toy maker said, while growth in some southern European markets were "more moderate but still in healthy single digits."

The company, which sells products in more than 130 countries, expects sales to continue to climb in 2013, but at a slower rate due to global economic uncertainty.

Lego is not publicly listed but has published earning reports since 1997. It does not release quarterly figures.

Follow Fin24 on Twitter, Facebook, Google+ and Pinterest.

lego  |  sales


Read Fin24’s Comments Policy publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
Comments have been closed for this article.

Company Snapshot

We're talking about:


With infrastructure spending having been identified as one of the key focus areas of the National Development Plan, tradesmen will continue to play a critical role in growing the South African economy through their skills..

Money Clinic

Money Clinic
Do you have a question about your finances? We'll get an expert opinion.
Click here...

Voting Booth

A 30% a month return on investment is:

Previous results · Suggest a vote