News Column

Lego Struggles to Meet Demand

Nov. 2, 2012
Legos

Danish toy company Lego is likely to disappoint some of its young fans as it is struggling to meet strong demand ahead of the upcoming Christmas sales season, a report said Friday.

Global sales were booming and could top 20 billion kroner (3.4 billion dollars) for the year, up 20 per cent from 2011, financial daily Borsen reported.

However, deliveries were not able to meet demand, according to a leading Danish toy retailer, the report said.

Mads Nipper, chief marketing officer at Lego, was quoted as saying that "its business was seasonal and we have to live with that."

Earlier this year, the family-owned company said net profit for the six-month period was 2 billion kroner.

The group turned 80 this year.

Mainstays in the product lineup include the classic plastic building blocks as well as products and tie-ins with Hollywood movies such as Pirates of the Caribbean and Harry Potter. A new bestseller was a product designed for girls, Lego Friends.



Source: Copyright 2012 dpa Deutsche Presse-Agentur GmbH