Lego becomes world’s No 2 toy

LEGO has overtaken Hasbro to become the world’s second-largest toy manufacturer, although it still lags behind Barbie-maker Mattel.

Japanese children play with LEGO bricks. The Danish block-makers are now the world's second largest toy company. Picture: Getty

Sales of the Danish plastic bricks soared by 13 per cent during the first six months of the year to DKr10.3 billion (£1.2bn), thanks partly to the new “Lego Friends” series designed for girls. Pre-tax profits jumped by 18 per cent to DKr2.4bn.

Chief marketing officer Mads Nipper said that the company’s animal-themed “Chima” range had sold particularly well in Asia, where sales growth of 35 per cent out-stripped the 4 per cent rise reported in North America, Lego’s biggest market.

Chief financial officer John Goodwin added that Lego was becoming popular with “emerging middle-class” consumers.