Lego pieces together a rise in earnings

Lego said new launches such as its Jurassic World and Elves sets helped boost half-year profits at the world’s best-selling toy firm.

Lego said its sets based round Jurassic World and Elves had helped drive sales at the worlds number one toy-maker

The Danish company said products linked to this year’s Universal Pictures action film release and its new fantasy sets helped pre-tax profits jump by a quarter to DKr4.6 billion (£455 million) in the six months to 30 June, compared to a year ago.

These figures helped privately-owned Lego extend its lead over Barbie doll-maker Mattel, which it overtook last year to become the biggest toy firm in the world.

Lego said it had over 300 sets on the market in the first half of the year, with its City, Creator, Technic and Star Wars sets continuing to sell strongly.L

President and chief executive Jorgen Vig Knudstorp said: “A strong performance across the entire product range enabled us to deliver a highly satisfactory result for the first half of 2015.”

The group now employs more than 15,000 people worldwide.