Toy-blocks maker Lego reported best ever numbers in sales last year, but still failed to beat rival Barbie maker Mattel, Inc.(NASDAQ:MAT) as the world’s best-selling toy-maker.
Lego’s sales surged by 6% to 37.9 billion Danish kroner or $5.38 billion decelerated from 25% growth the year before.
Lego’s new chief executive Bali Padda said in a statement that company had seen “supernatural” growth in the last decade but he said the pace had decreased recently and would remain at a similar level in the coming days.
Lego managed to sell more than 75 billion parts, 3,700 shapes and launched 335 new sets last year. The Star Wars Millennium Falcon was its best-selling toy again, ahead of the Amusement Park Roller Coaster and the Porsche 911 GTS RS.
In the meantime, US firm Mattel, Inc. (NASDAQ:MAT) had sales of $5.46 billion, staying ahead of Lego even though its sales plunged by 4%.
Then Hasbro, which is maker of My Little Pony and Nerf guns, was the world’s third largest toymaker with $5.02 billion in sales last year.
Furthermore The perennially popular plastic brick maker’s sales were impressive in the UK and other European markets last year, but remain unexciting in the US despite a considerable boost in marketing.
Lego’s Mr. Padda, who is from the UK and is the first non-Dane to run the business, said it will work out to enhance results in the US this year. Padda, who took the position in December, also said the toymaker continued to “see strong potential in China”.
Moreover China is also a key target of Mr Padda’s growth strategy, but the firm has warned that copycat Lego toys are a major problem in the country.