The Year of the Lego
November 14, 2013 Leave a comment
November 11, 2013
The Year of the Lego
Posted by Ted Trautman
Earlier this year, Lego overtook Hasbro to become the world’s second-largest toymaker, after Mattel. It was more than just one company outperforming another—it was Lego’s one brand generating more revenue than Hasbro’s sixty-eight brands, which include G.I. Joe, Transformers, and Mr. Potato Head. While Hasbro and Mattel have grown by creating and acquiring a diverse array of toys, Lego has adopted the opposite strategy: focus on the one, iconic product, but get more kids to play with it. There is little room left for Lego to grow in the United States, where it already controls eighty-five per cent of the construction-toy sector, besting imitators like Mattel’s Mega Bloks and has-beens such as Lincoln Logs and Erector sets. Lego’s revenue of nearly two billion dollars in the first half of 2013—compared with $1.43 billion for Hasbro—was boosted in large part by its growth of seventy per cent in China. That country, where parents are increasingly seeking out educational toys, has become the world’s second-largest toy market. The Asia-Pacific region will likely overtake North America as the largest regional toy market sometime next year. Read more of this post