Lego fascinates! Its a story of reinvention; incredible growth and willingness to embrace the physical and digital. It is for that reason that its emergence as the number 2 toy company made it one of the top 5 most read Global Toy News stories of 2013.
I received a note from Gerrick Johnson, Toy Industry Specialist for BMO Capital, with some interesting analysis. He ran 2012 numbers on Lego, Hasbro and Mattel and according to his calculations, Lego is now the number two toy company in the world based upon revenue edging out Hasbro. It is the number one toy company in the world based upon net income.
Here is how he explains it. "LEGO did $4.137 billion in sales vs Hasbro's $4.084 billion. Mattel did $6.421 billion. So based on sales LEGO is #2." Then he goes on to write: "But, if you look at net income, LEGO is #1 with $992 million. Mattel had $777 mil and Hasbro had $336 million."
I knew that Lego has had double digit increases for eight years in a row but these numbers certainly put it into perspective.