Lego has had a remarkable run in recent years. The Danish manufacturer has managed to outpace Mattel, the maker of Barbie and Hot Wheels, to become the most profitable toy company in the world, according to Quartz. KPIs for 20,000+ online stores, industry-specific and extensively researched technical data (partly from exclusive partnerships), and direct access data for 170 industries in 50 countries and more than 1 million are all key figures that have contributed to Lego's success. After six months of rapid growth, Lego is now the largest toy company on the planet.
The Danish toy manufacturer has won the title of the world's largest toy manufacturer in terms of revenues and profits. The popular Lego movie helped boost sales by 11% in the first six months of the year. The Toyology survey revealed that 3,000 people said that LEGO was the most popular toy ever made, surpassing Barbie, Bandai Namco, Nerf and several other toy brands. Last year, the Danish group managed to grow once again and now, for the first time in history, it has become the largest toy manufacturer in the world.
LEGO is one of the best-selling toy brands due to its iconic bricks that allow children and adults to show their creativity and make good use of their mental abilities. The family-owned company surpassed its main competitor, Mattel (MAT), which is struggling with falling global sales and lower demand for Barbie dolls and Fisher-Price toys. The mastermind behind Bratz was a toy designer who had previously worked with Barbies at Mattel and hoped to create his own line of dolls one day. On a trip to Europe, Handler discovered a German toy doll called Bild Lilli that represented a “working girl” from a comic strip who was described as daring, ambitious and “a gold digger, exhibitionist and tart”.
Today, OMR unveils the story of the hidden toy champion who quickly rose from inconsequential licensee to owner of one of the most valuable toy assets on the planet. Although all major toy brands enjoy important brand values, LEGO wins when it comes to being the best-selling toy brand internationally. Creating a toy brand on YouTube and promoting it through influencers is also a smart move. Larian not only achieved success but managed to translate the digital reality of today's children into an analog toy with L Surprise.