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Lego builds record breaking rise in profits for the 10th year in a row

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Lego builds record breaking rise in profits for the 10th year in a row

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Lego just keeps on building as the Danish toymaker announces its 10th consecutive record-breaking earnings report.

Net profit rose to $1.07bn as result of its bricks, boosted by the huge success of the Lego Movie.

Lego said sales in Asia were strongest with growth in Europe and the US running at single digit figures

The success of Lego is all the more impressive as it comes at a time when traditional toys are coming under intense pressure from new technology and screen based games.

The company intends to build on the success of its Lego City, Lego Star Wars and Lego Friends collections by introducing a set for girls called Lego Elves later this year.