Lego Group sales up by 17% in 2011

Published on: 2nd March 2012

Lego Group’s share of the global market has risen to 7.1%. Sales rose to GBP 2181 million.

Figures proved that operating profit, profit for the year, group equity and sales all rose from 2010. This is the 8th year running the company have had growth in market share.

Jørgen Vig Knudstorp, Lego Group CEO says: “It is a highly satisfactory result reflecting a solid growth in profit. Growth in the North American market continued undiminished, and also in most European and Asian markets we were able to report double‑digit increases in sales.”

Sales of licence‑based product lines in particular were well above expectations in 2011, for example, Lego products based on Star Wars, Harry Potter and Pirates of the Caribbean.

Lego’s Ninjago, the Group’s major product launch, was the Group’s biggest product introduction ever.

By contrast, LEGO Universe – the online game launched in late 2010 – fell below expectations, and in November 2011 the decision was made to halt development of the game.

The company has told Toy World that the economic crisis in certain European markets will mean slower growth during the coming year.

In the closing months of 2011 in particular, the Lego Group observed the growth rate in some Western European markets decline. In the light of these economic trends the Lego Group expects a flat or slightly declining development in the overall European toy market in 2012 – while modest increases are expected in the overall market for traditional toys elsewhere in the world.




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