Toy brickmaker Lego has reported a 23% jump in sales for the first half of 2015, thus reclaiming the world number one toymaker spot from America’s Mattel.
The Dane’s profit margin beats its competitors hands down, too. Operating profit improved by a healthy 27% , whereas Mattel lost 5%, while Hasbro managed a 0.2% increase.
Profits were 621 million euros, earned from around the world as the company improved its global reach.
Only a decade ago Lego was flirting with collapse as it failed to find a response to the digital toy and game invasion. Tie-ups with popular Hollywood franchises turned things around.