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LEGO Defies Crisis with Super Sale
Politiken.dk, Jan. 28, 2011
LEGO wins back market share in the international toy market. The expected new
record accounting for one month.
LEGO gets bigger and bigger worldwide and is now expected to sit at 5.5 percent
of global toy market.
Why was LEGO products in every shade of every tree in Denmark a month ago when
the gifts were distributed.
But the popular plastic blocks and models in all colors and shapes were also
under the trees in the world.
Toys Gigantes advance seems almost no end to take after its year of crisis with
numerous layoffs, shifts in executive positions and a new course in operations.
Progress up to 70 percent
The crisis, most of us have noticed is almost flown over LEGO.
Now LEGO progress in individual countries is as high as between 7 and 70 percent
in 2010 compared to the year before.
“We expect maybe to round a market share of 5.5 percent in 2010 from 4.8 percent
the year before,” says Mads Nipper, Executive Vice President of LEGO.
Financial statements from LEGO and the final statement of sales in 2010 are
first presented in March, and the group emphasizes that “progress has been made,
without moving jobs abroad.”
Russia tops
On the contrary, has created several hundred new jobs, mostly clerical,
developers, engineers, etc., in Denmark.
“This is Russia, which tops out at 70 percent, but our main market, the U.S.,
the gains of 26-27 percent. And in Britain is the sales increase of 40-50
percent,” says Mads Nipper. In Denmark, the gains significantly lower ‘, he
said.
Growth rates in LEGO may be of great envy in other Danish companies.
Last year, sales of LEGO from the stores to consumers, with 22.4 percent, and
Mads Nipper estimates that the global store sales of LEGO products in 2010 rose
by 22-23 percent.
Same time, the global toy market by only 1-2 percent.
The biggest hits in the LEGO range is LEGO City and Star Wars products, but also
sales of Duplo for the smallest and Harry Potter have noted progress.
From a Danish website.
Politiken.dk
-end of report-
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