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Lego Shrugs Off Toy-Market Blues
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Lego A/S CEO, Jorgen Vig Knudstrop, talks to the WSJ's Jens Hansegard. Lego is based in a small town in central Denmark. Lego's sales revenue has tripled since 2007, and net profit increased by 35% to about $1 billion for 2012. The building block segment in the toy business is growing rapidly with growth of about 20% in the last year. The overall global toy business is stagnant, with declining prices, difficult economic conditions and competition from the consumer electronics products. Lego is not affected by this because it is able to price products for sets of bricks and figures at a premium, and stays ahead by coming up with innovative products. Lego has 85% share of the U.S. building-block market. Lego is a family owned company started in 1947 which faced difficulty in 2004 with a fall in sales. Under Knudstrop's direction it has recovered and shown strong sales growth, especially in the U.S. with 26% growth in 2012. His approach was to focus on nostalgia themes, Hollywood themes, and come up with innovative products for girls. This includes the Lego City, Lego Star Wars, Lego Friends themes. Lego invests heavily on R&D and plants. About 60% of revenue in 2012 was from launches of new products. The new Lego Friends theme for girls tripled sales to girls, creating a remarkable sales opportunity. Knudstrop's philosophy is to remain humble and aggressvely pursue new opportunities.
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Innovation is a big part of this, with 60% of sales coming from new products. Competitors tend to copy Lego's products. Lego's focus on creating products for girls is part of the reason for its fast growth.
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Lego A/S created the Lego Friends theme building block toys for girls which tripled sales in 2012. In the last decade Knudstrop has revived a failing family held company in a small town in central Denmark and made it the second largest company in the global toy business.
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