As highlighted in our recent global company profile, LEGO, the world’s third biggest manufacturer of traditional toys and games, continues its dynamic expansion bolstered by the success of 2014’s The LEGO Movie. The world’s leading construction toys manufacturer was among the most dynamic toymakers in the world over 2009-2013, more than doubling its sales.
LEGO’s global strength is founded on its dominance of the construction toys category, in which it held a 65% value share in 2013. Construction toys accounted for 94% of the company’s global toys and games value sales during the year, with games and puzzles responsible for most of the remainder. However, LEGO decided to phase out its LEGO Games board game product line in 2013, judging that it did represent a sustainable fit with the company’s core long-term operations.