The new king of toys is Lego. In the first half of the year, the accounts of the Danish giant were very positive, recording an 11% increase in sales and receipts of 2,11 billion. An even more positive result when compared with the clear decline of the other toy giant, the American Mattel, which suffers a -7% of sales. The company that produces Barbie had to give way to Danish bricks, stopping at a collection of 2,01 billion.
The almost exponential growth of the European brand, the analysts underline, is to be considered a direct consequence of the great publicity provided by the film "Lego Movie", recently released in all theaters worldwide, which earned the Copenhagen-based company 468 million dollars in Worldwide.
It is estimated that Lego's earnings will suffer a physiological decline in the coming months: despite the Christmas rush for gifts, in fact, there will be no film in theaters (the sequel is scheduled for 2017) and therefore Mattel could take back the lead. In the autumn, however, the production of the DVD of the feature film by Warner Bros is scheduled, which could help keep Lego on the throne of toys for a few more months.
