How has LEGO bested other toymakers? Games, of course.
The Economist dives into what’s made LEGO so successful as of late. No surprise that it’s games that are making a different for the Danish company: Small wonder Lego’s profits are “extremely satisfactory”, as Jorgen Vig Knudstorp, the chief executive, put it last month. After nearly going under eig
The Economist dives into what’s made LEGO so successful as of late. No surprise that it’s games that are making a different for the Danish company:
Small wonder Lego’s profits are “extremely satisfactory”, as Jorgen Vig Knudstorp, the chief executive, put it last month. After nearly going under eight years ago, Lego now has 5.9% of the global toy market, up from 4.8% at the end of 2009. That makes it the world’s fourth-largest toymaker. It is doing especially well in America, where sales last year surpassed $1 billion for the first time. Worldwide sales were up by 37% in 2010, to DKr16 billion ($2.8 billion). Net profit increased by 69% to DKr3.7 billion. Meanwhile, the world’s biggest toymakers, Hasbro and Mattel, are struggling.
