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Lego classics build growth for Danish toymaker in shrinking market

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Model fire stations and garbage trucks helped Lego defy a shrinking toy market with a rise in sales last year, as the plastic brick maker outpaced ...

COPENHAGEN: Model fire stations and garbage trucks helped Lego defy a shrinking toy market with a rise in sales last year, as the plastic brick maker outpaced rivals with the latest versions of its classic kits, as well as new stores and a revamped website.

Lego estimates the global toy market contracted 3 per cent last year. But it grew sales in all its major markets, including"strong" double-digit growth in China, it said.The firm, which has 570 stores worldwide, more than doubled its number of stores in China last year to 140. It sees that number rising to 220 this year.

Net profit in 2019 rose just 2.8 per cent to 8.3 billion crowns, partly due to higher expenses, which increased 8.2 per cent. "Of course, those are older themes, but as you know, we replace 60 per cent of our products each year," Christiansen said.

 

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