Lego is expected to continue to outperform the market this year

Beijing time on the evening of February 27th, the Danish toy company Lego achieved a 10% increase in sales and operating profit in 2013 despite the weak global toy market. This year, it will launch new products and take a ride in Hollywood. With movies and focusing on the development and expansion of emerging markets, Lego is expected to continue to outperform the market this year. It is reported that the three major sub-brands of Lego, Chima, Friends and City, have achieved strong performance growth, and achieved sales data of 25.38 billion Danish kroner (approximately US$4.65 billion) in 2013. The performance of the other giants in the toy market is uneven. The sales of Hasbro in the United States in 2013 were only US$4.08 billion, while the industry giant Mattel, supported by the performance of Barbie and Fisher, had sales of US$7.1 billion in 2013. Lego stated that the global toy market is expected to grow 'modestly' in the next few years, and the growth rate is expected to grow in single-digit percentages. Lego CEO Joel-Vik Knutstorp said that Lego is getting product feedback from the market, from customers, and from children's experiences. Currently, Lego has established major websites in Shanghai, London, and Singapore in addition to the United States and Denmark. Knutsdorp especially emphasized Lego's goal of expanding into emerging markets.