| |
NEW YORK, Feb. 15 /PRNewswire/
LEGO® Systems, Inc. Grew U.S. Consumer Sales +31% in 2009
Leading construction brand records fifth consecutive year of sales growth in the
U.S.
-- American International Toy Fair -- LEGO Systems, Inc., the North American
division of the world’s leading construction toy manufacturer, today
announced unprecedented growth in the U.S. market in 2009. Brand momentum
achieved in a challenging 2009 economy is attributed to the brand’s heritage
in delivering exceptional, long-lasting play value through a well-balanced
product portfolio that drove growth in both the preschool and 4+ category
segments.
2009 Year-end Highlights (source: The NPD Group / Consumer Tracking Service)
• +31% increase in consumer sales over 2008 marks fifth consecutive year of U.S.
consumer sales growth
• Gained nearly one full share point in overall U.S. toy market, to a record
high 3.9%, moving up in manufacturer ranking to #4
• #1 rank in U.S. construction toys further bolstered with category share
increasing +5 points to 78%
• +90% increase in U.S. preschool construction and +33% increase in 4+
construction sales
• Strongest growth rate of any top 10 U.S. toy manufacturer
“Our success last year and its resulting momentum make us confident that there
is room to further the development of the LEGO brand in the U.S.,” said Soren
Torp Laursen, president, LEGO Systems. “Last year’s sales prove that consumers
are buying more LEGO sets, but even more exciting is that our research reveals
that it’s being driven by parental understanding of the long-term value that
LEGO play delivers at a time when they are shopping smarter and less impulsively
for toys.”
Sustaining the growth
In a related announcement, the company unveiled a dynamic line of construction
toys for children of any age and all interests that has the company poised to
maintain the momentum of its core business. Expanded distribution, marketing and
product development in its LEGO DUPLO preschool brand will further tap the
market potential in preschool construction, while continued development of the
hottest licenses in the industry brings new audiences, heightened relevance and
communications opportunities with children of all ages.
“For the first time in years, consumers are embracing the LEGO brand across all
of our themes and offerings,” Laursen continued. “There was a time when parents
told us that strong licenses and video game extensions were their top reasons
for choosing the LEGO brand; and while they are an incredibly important part of
the LEGO business and its growth, we are thrilled to see that our classic
offerings and homegrown themes are also now cited as business drivers in the
minds of parents and children.”
Playing in a new category
The company announced that it is taking its play pattern and values into a new
U.S. toy category in 2010 with 10 premium constructible board games aimed to
capture share of the children’s games category. Each of the 10 LEGO Games
leverages classic board game play of guessing, strategy, memory, logic and
chance to offer a new way to play with the LEGO brand. The first five LEGO Games
are due to release online on March 1, and all 10 will be available August 1 in
the board game aisle at retail.
“With the core of our business stronger than ever, we have the good fortune to
explore ways in which to translate the LEGO values into new ways to play with
the brand,” Laursen said. “We are confident that the LEGO brand will bring new
energy to the board games category, and we’re bullish about our ability to grow
the brand beyond construction toys.”
LEGO Systems Inc. (LSI) is the Americas division of the LEGO Group, a
privately-held firm based in Billund, Denmark that is the world’s leading
manufacturer of construction toys. The company is committed to the development
of children’s creative and imaginative abilities through high-quality,
creatively educational play materials, and its employees are guided by the motto
adopted in the 1930s by founder Ole Kirk Christiansen: “Only the best is good
enough.” For more information, visit www.LEGO.com.
LEGO, the LEGO logo and the minifigure are trademarks of the LEGO Group. ©2010
The LEGO Group.
SOURCE LEGO Systems, Inc.
Prnewswire.com
-end of report-
|
|
1 Message in This Thread:
- Entire Thread on One Page:
- Nested:
All | Brief | Compact | Dots
Linear:
All | Brief | Compact
|
|
|
|
