Successful launch of LEGO® Friends New products targeting girls have sold twice as well as expected – and contribute to an exceptional interim report for the LEGO Group. The LEGO Group concludes the first half of 2012 with another very strong set of interim accounts. Net sales for the period were DKK 9,134m compared with DKK 7,355m for the same period last year – an increase of more than 24%. Operating profit (profit before financial items and tax) for first half 2012 was DKK 2,877m compared with DKK 2,030m for first half 2011, an increase of 41.7%. At the same time the company’s equity rose from DKK 4,565m at the close of the first half 2011 to DKK 6,031m. Cash flow from operations was DKK 2,230m compared with DKK 1,703m during the first half of 2011. Commenting on the financial result, LEGO Group CEO Jørgen Vig Knudstorp says: “Once again the first half of the financial year exceeds our expectations, and the financial result is exceptional - especially in view of general developments in the world toy market.
However, it is still too early to provide estimates on the expected result for the full year because the closing months of the year are crucial for our business.” The LEGO Group’s strong result was achieved at a time when the global toy market is declining – it softened by a further 4% during first half 2012. The year’s big launch – LEGO® Friends, a product line targeted for girls – has done amazingly well since its launch in January. The Group sold twice as many LEGO Friends sets as expected during the first six months of the year. It has therefore increased production to meet the demand for LEGO Friends in the important Christmas period. Reflecting on the launch of LEGO Friends, Jørgen Vig Knudstorp says: “LEGO Friends is a result of four years’ development, and it has been amazing to experience the enthusiastic welcome that consumers have given the new range. Sales have been quite astonishing. With LEGO Friends we’ve managed to make creative construction toys more relevant for girls – and we look forward to developing the product line further in the years ahead.”
LEGO Ninjago, launched in 2011, maintained its success in all markets in 2012, with the ninja theme selling significantly better than expected. Classic lines such as LEGO City and LEGO Star Wars™ are still the LEGO Group’s biggest‑selling product lines. So far the weakening toy market has not had an effect on the LEGO Group, which enjoyed double‑digit growth rates in consumer sales in virtually all LEGO markets. The sales increase varies from region to region but is broad based. Sales in European markets rose by an average of just over 10%, while sales in the US increased by 23%. In Asia, sales rose at an even steeper rate, which is a continuation of the picture from 2011. The sharp rise in Asian sales supports the LEGO Group’s long‑term ambition for making the region one of its core markets in line with Europe and the US. Boosted by this growth, the LEGO Group increased its share of the global toy market to more than 8% – one percentage point higher than in first half 2011.
The LEGO Group has been expanding capacity in all areas of its business in order to be able to meet growing demand. This has taken place in several countries and the development continues in 2012, with the LEGO Group likely to hire approx. 1,000 new employees. Financial Highlights Q2 2012 (PDF) The LEGO Group’s factory in Monterrey, Mexico, has expanded its facilities markedly in recent years and has significantly increased its production capacity. In March 2011 work began on a major expansion of the LEGO factory in Kladno, Czech Republic, and will be officially inaugurated in autumn 2012. A brand‑new factory is also planned in Nyíregyháza, Hungary, to replace the existing, rented facility in the same town. And finally, moulding capacity in Billund, Denmark will be increased in autumn 2012. Activities designed to increase production capacity are expected to continue into 2013, and in addition the LEGO Group will remain focused on making the organization even more adaptable.
Search Our LEGO Instructions Database Your search for LEGO released in the year 2012 LEGO® 4205 from 2012 LEGO® 4208 from 2012 LEGO® 4209 from 2012 LEGO® 4427 from 2012 LEGO® 4430 from 2012 LEGO® 4431 from 2012 LEGO® 4432 from 2012 LEGO® 4433 from 2012 LEGO® 4434 from 2012 LEGO® 4435 from 2012 LEGO® 4436 from 2012 LEGO® 4437 from 2012 LEGO® 4438 from 2012 LEGO® 4439 from 2012 LEGO® 4440 from 2012 LEGO® 4441 from 2012 LEGO® 4200 from 2012 LEGO® 4201 from 2012 LEGO® 4202 from 2012 LEGO® 4203 from 2012 LEGO® 4204 from 2012 LEGO® 4207 from 2012 LEGO® 4429 from 2012 LEGO® 4442 from 2012The city you get when you build all the sets in Lego City is an urbs founded on the stereotype of boy busyness, a place that makes 3-D the transportation, safety, and sports obsessions writ large on the T-shirts in the boys’ sections of major retailers.
Normal animals are not enough: There’s no zoo but, instead, the Jurassic Park–inspired Dino Defense HQ, where, the promotional copy thrills, “the heroes are preparing to battle the mighty dinos. Equipped with a communications centre, laboratory and tranquillizer refilling station, it’s a hive of activity. That is, until the mighty dinos attack!” The city Lego makes reflects just as badly on the company’s vision of boys. Don’t boys like to bake, design, and invent too? But in their gray-and-blue part of the city, it is all action, no thinking, while the girls are stuck in a demi-urban paradise of fashion and animals. You have to dive deep into the website to find the sets that really foster creativity: a big bin, mostly air, of miscellaneous pieces of all shapes, sizes, and colors. There are never enough wheels or windows, never mind the add-on pink and purple pieces. In many minds, Lego stands for creative, spatial, mainstream play. That’s why the company’s move away from gender- and outcome-neutral sets matters.
And that’s why its version of the world we live in is ultimately so disturbing. For the sets to really work as building blocks for experimentation, you have to have a mountain of colored pieces, as you’ll find at the National Building Museum’s Lego Play Area. The accompanying exhibit shows polished structures made by a certified profes- sional, but in the play zone there’s been enough structural innovation for a Field Fellow to make a study of the results. Back in 2010, the graphic designers of Physical Fiction built a very grown-up letterpress out of Lego bricks, producing posters that looked like cross-stitch. LittleBits, a new toy that was the subject of a recent TED talk, incorporates circuits into tiny building blocks, giving users the ability to control with light and sound as well as shape. Lego is a creative toy when there’s room to roam, to go off-book. The more Lego emphasizes sets with specific ends, and without any extra pieces for freestyling, the less it fulfills its historical role as a starter kit for architects.