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.