This content is not available in your region

Lego bucks the toy sales decline trend

Access to the comments Comments
Lego bucks the toy sales decline trend
Text size Aa Aa

Girl power helped Lego build a big block of profit in the first half of the year.

Earning rose 35 percent from the same period in 2011, to the equivalent of 268 million euros, thanks to strong sales of a new line created specifically for girls – even though it predominance of pink drew criticism for fuelling gender stereotypes.

Chief executive Jorgen Vig Knudstorp said higher demand means expansion: “We’re building as quickly as we can to keep up with the rapid growth in demand over the last seven to eight years. And we’re putting a lot of money into establishing the company in Asia and strengthening the brand, using the good times to become even stronger.”

Demand was greatest in Asia, but sale were up by 23 percent in the US and even in Europe rose by more than 10 percent.

However Lego is not complacent, though it is growing even as the global toy market has been declining.

The Danish firm said it is still too early to forecast full year results “because the closing months of the year are crucial for its business.”