Lego lands big profits: Toys for girls boost Danish icon

A NEW line of toys created specifically for girls has helped boost profits at iconic toy-maker Lego, despite criticism that the products fuel gender stereotypes.

The family-owned Danish group said yesterday that first-half net profit rose 35 per cent to DKr2 billion 
(£212.5 million) on sales up 24 per cent at DKr9.1bn.

It sold twice as many of the new Lego Friends sets as expected during the six months.

Chief executive Joergen Vig Knudstorp said: “It has been amazing to experience the enthusiastic welcome that consumers have given the new range. Sales have been quite astonishing.”

When the Friends range was launched, it was met with protests from some consumer groups saying the toys were reinforcing gender stereotypes. The line-up includes a set for girls with mini-figures in pink, purple and green settings, a splash pool and a beauty shop.