Lego is world's largest toy manufacturer for the first time | RetailDetail

Lego is world's largest toy manufacturer for the first time

Lego is world's largest toy manufacturer for the first time

In this past year, Danish Lego Group achieved growth once more and has now, for the first time ever, become the world's largest toy manufacturer, surpassing Mattel.

European growth

Lego's 2016 turnover grew 6 % to 5.1 billion euro and that trumps Mattel's turnover, which slumped to 4.9 billion euro. Lego's net profit also increased slightly, to 1.24 billion euro.


Despite these positive results, CFO John Goodwin says he is not focused on the numbers. "We simply want to reach as many children around the world as possible", he says.


The company has made huge strides over the past few years. Its 2013 turnover was a mere 3.36 billion euro, but it has now managed to add about 50 % since then. The United States were the largest growth engine for a while, but now that that growth is slowing down, Europe and Asia have taken over.


“We are very happy about that, especially considering we have been active in Europe for decades and we have reached a very high market penetration over here already", Goodwin said. Lego takes full advantage of its license deals with Disney and DC Comics. For instance, the two Star Wars movies from Disney helped generate increased sales for several models. Lego typically targets children, but now also tapped into another growth area: adults who are nostalgically returning to the toys from their youth.

Questions or comments? Please feel free to contact the editors

Gerelateerde items

Stop overregulation blocking retailers delivering value for consumers


(content provided by EuroCommerce) In an initial response to the Commission Communication: A European retail sector fit for the 21st century, published today, EuroCommerce approves of the Commission's stance against overregulation.

The Future Of Shopping wins Management Book of the Year award


RetailDetail can proudly announce that “The Future of Shopping: Waar iedereen retailer is” (The Future of Shopping: where everyone is a retailer), written by Pauline Neerman and Jorg Snoeck, is 2018’s management book of the year.

Heineken and Bavaria seek fortune outside of Europe


Even though the European beer market continues to struggle, Dutch brewery groups Heineken and Bavaria have published growing turnovers. Bavaria set a record turnover, Heineken raised its turnover 4.3 % in the past quarter.

100 million Prime subscribers for Amazon


Ecommerce giant Amazon surpassed the 100 million Prime subscriber mark, just one of the many milestones CEO Jeff Bezos mentioned in his annual shareholder briefing.

Danone boasts strongest like-for-like turnover increase in past five years


French food giant Danone’s first quarter was an impressive one: like-for-like turnover grew 4.9 %, its best performance in the past five years.

Distributors and transport industry demand cleaner trucks


35 companies, including Colruyt, Carrefour and Ikea have asked Europe to force truck manufacturers to lower their emissions 25 % by 2025. “Totally unrealistic”, the manufacturers’ spokesperson said.