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A Toy story full of family favourites as Lego keeps building for the future


A Toy story full of family favourites as Lego keeps building for the future


Its boom time for toy sales across Europe’s five biggest markets.

Research shows the industry has posted growth in Germany, France, Italy, Spain and the United Kingdom.

It points to a major turnaround after a flat 2013.

Loom band mania and the Football World Cup played a part in boosting sales.

Still, tradition appears to be holding its own with family favourites generating some serious cash.

Danish brand Lego built on previous successes by posting record-breaking numbers for the 10th year in a row, Barbie maker Matel is also up there, as is Hasbro, producer of a game which originated in 1903, Monopoly.

So what makes a successful toy and how do the manufacturers stay ahead of the game?

Euronews business reporter Sasha Vakulina is about to find out:

She spoke to one of the best in the business Lego’s CEO. Jørgen Vig Knudstorp.

Sasha Vakulina, euronews:
“The company got a big boost last year from ‘The Lego Movie’ did it drive the company’s 2014 success?

Jørgen Vig Knudstorp, Lego CEO: “The growth was not only related to ‘The Lego Movie’, but of course I think ‘The Lego Movie’ did play an important part and contributed to the growth for sure. I can give another example, I can tell you that the growth was global, we grew very much in Asia, we grew very much in the US, we grew very much in Europe and ‘The Lego Movie’ didn’t have distribution in all those countries, so even where the movie didn’t have distribution we also saw a very nice growth. So that I think it underlines that the growth of the company is really based on the strength of the product assortment and a globalisation of what we offer. Therefore our presence in many more markets has helped us grow even further.”

Euronews: “Lego topped an international ranking of the world’s most powerful brands, overtaking the last years winner, Ferrari. How did you make it to the top of the tree? “

Jørgen Vig Knudstorp, Lego CEO: “ I think it is a great testament to how emotionally appealing the Lego brand is, that is something I experience a lot when I travel the world and meet Lego consumers, I see how passionate they are about our product and brand. People love building with Lego bricks and I think that must be the explanation of why you find the Lego brand is among the most powerful brands in the world.

Euronews: “Nowadays kids are mainly going digital. They prefer tablets or smartphones. What is your strategy to deal with that?”

Jørgen Vig Knudstorp, Lego’s CEO: “What is important for companies like ours is that we are present on those platforms and through YouTube and and other outlets we are extremely popular and we are meeting and having dialogue with a number of children there, so I think we are simply shifting from the traditional TV landscape to a more contemporary modern media landscape in order to stay relevant to children.”

Every story can be told in many ways: see the perspectives from Euronews journalists in our other language teams.

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