Lego has taken the top spot as the world’s biggest seller of toys helped by the success of the Lego Movie.
It overtook Mattel which is best known for making Barbie dolls.
Between January and June the Danish company sold 1.55 billion euros worth of plastic bricks, an 11 percent increase on the same period last year. Profits were up 14 percent .
Asia was a cash-cow with sales in China rising by more than half.
However the key time for toy sales is just before the end of year holiday season and Lego’s chief financial officer said: “It is too early to say if the strong performance will be reflected in the full year results.”