Lego turnover up thanks to The Lego Movie and Lego Friends

Lego turnover up thanks to The Lego Movie and Lego Friends

Danish toy manufacturer Lego has taken full advantage of The Lego Movie and Lego Friends: its turnover and profit growth are in the double digits.

Second Lego Movie announced

Lego's sales grew 13 % in 2014 to 28.6 billion Danish crowns (3.8 billion euro) and its net profit even grew 15 % to 7 billion crowns (nearly 1 billion euro). The Lego Friends collection, the pastel-coloured figurines Lego has used to conquer little girls' hearts for years, has been performing well for a while now.

 

The huge success of The Lego Movie, which drew in huge crowds the world over, also helped grow profit and turnover. The movie cost 50 million dollars, but raked in 468 million dollars and has resulted in a sequel which should hit theaters in 2018 according to publisher Warner Bros.

 

Goal: over 5 % growth in 2015

For 2015 and the years after, Lego expects the toy market to grow 5 % per year. Financial director John Goodwin expects the company to slightly outpace the market's average growth, which is why the company will erect a new Lego factory in China. The new factory should be fully functional by 2017 and as the Asian region represents only 10 % of the company's turnover, it still has plenty of growth potential there.

 

Lego's excellent results are in stark contract with its major competitor Mattel, which produces Barbie, Fisher-Price and Hot Wheels. Mattel's turnover dropped 7 % last year, leading to the departure of its CEO Bryan Stockton in January. Mattel now tries to manufacture more technological toys, like a talking Barbie with artificial intelligence or a contemporary version of the legendary View-Master (a Google collaboration), to buckle the trend.

Questions or comments? Please feel free to contact the editors


Shoptalk Europe: prices go up at midnight

21/09/2017

(advertorial) Shoptalk Europe, the event for retail and ecommerce innovation held 8-11 October 2017 in Copenhagen, covers trends, technologies and business models reshaping how consumers discover and shop in an age of digital disruption.

EuroCommerce: protectionism, Europe’s greatest challenge

15/09/2017

(Content provided by EuroCommerce) According to EuroCommerce Director-General Christian Verschueren, the sector faces many challenges due to a rising tide of protectionism worldwide and within Europe.

Last ten days for cheaper tickets Shoptalk Europe

14/09/2017

(advertorial) Shoptalk Europe (8-11 October in Copenhagen) is the new event for retail and ecommerce innovation. It covers transformational trends, technologies and business models reshaping how consumers discover and shop in an age of digital disruption.

"EU has to define eCommerce's boundaries better"

13/09/2017

Dutch European Parliament member Marietje Schaak feels the European Commission should create a better framework for digital trade in and with European member states. Otherwise, major internet companies will decide the standards themselves, she fears.

Europe wants legal framework for franchisees

13/09/2017

The European Parliament has accepted the “The functioning of franchising in the retail sector” study, which lists several solutions to strengthen a franchisee’s position.

Google appeals European fine after all

12/09/2017

Despite earlier indications that Google would just alter its Google Shopping approach to comply with European legislation, it has now decided to appeal the monster fine.

Back to top