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Friends help raise earnings at Lego
Source: AFP |
February 22, 2013, Friday
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TOY maker Lego said net profit jumped 35 percent in 2012 on sales rising 25 percent, as demand for a controversial girls' range outstripped output capacity.
The unlisted Danish company posted a net profit of 5.61 billion kroner (US$992 million) on revenue that was up 25 percent to 23.4 billion kroner, driven in part by its new line Lego Friends aimed at girls between the ages of five and nine.
"During its first year on the market, the product line has proved a huge success, and in spite of a considerable increase of production capacity on this particular line during the year, the very strong demand could not fully be met," the firm said in a statement yesterday.
The Friends collection has come under fire from feminists who accuse Lego of promoting gender stereotyping. Plastic dolls known as Ladyfigs come with long hair, beauty salons and riding camps.
The firm, the world's fourth-biggest player in a traditional toy market dominated by Mattel, said sales were particularly strong in North America and in Asia.
The unlisted Danish company posted a net profit of 5.61 billion kroner (US$992 million) on revenue that was up 25 percent to 23.4 billion kroner, driven in part by its new line Lego Friends aimed at girls between the ages of five and nine.
"During its first year on the market, the product line has proved a huge success, and in spite of a considerable increase of production capacity on this particular line during the year, the very strong demand could not fully be met," the firm said in a statement yesterday.
The Friends collection has come under fire from feminists who accuse Lego of promoting gender stereotyping. Plastic dolls known as Ladyfigs come with long hair, beauty salons and riding camps.
The firm, the world's fourth-biggest player in a traditional toy market dominated by Mattel, said sales were particularly strong in North America and in Asia.
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