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LEGO builds on bricks for girls

Friday, August 31, 2012 - 01:45

Aug. 31 - Danish toymaker Lego credits its new range, LEGO Friends, which is aimed at girls for helping them post a 24 percent rise in interim operating profits in the first half of 2012. Hayley Platt reports

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Its multicoloured building bricks have long been a favourite with children. But more traditionally LEGO is played with by boys. Now the Danish group says their investment in a new range aimed at girls is paying off. It's reported a 24 percent rise in operating profits for the first half of the year. And LEGO's CEO Jorgen Vig Knudstorp says they've been positively surprised by the success of LEGO Friends. SOUNDBITE: Jorgen Vig Knudstorp, LEGO CEO, saying (English): "We've known for years that girls play with LEGO. We see them in our brand stores and we hear consumer feedback but its the first time we've really on a global scale launched a product that was highly relevant to girls and very much based on construction, the core idea what LEGO is about." LEGO says their products are doing well in Japan, China and the U.S. - but sales in Europe have been hit by the region's economic troubles. SOUNDBITE: Jorgen Vig Knudstorp, LEGO CEO, saying (English): "We have seen, especially last year, some tremors in Europe in the market during the month of November due to probably the euro crisis and we also believe that the market may be further shaken. We're seeing a decline in Spain, not surprisingly I think they've had 25 months of declining retail sales but we're seeing a very strong market in places like the UK, Russia, Germany." The family-owned toymaker is now in its 80th year. It hopes future collaborations, like a lucrative deal to produce toys based on the blockbuster Lord of the Rings movies, will ensure LEGO is enjoyed by generations to come. Hayley Platt, Reuters

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LEGO builds on bricks for girls

Friday, August 31, 2012 - 01:45