Lego is on a roll, having sold 62 billion brick sets last year which boosted its sales to 26.6bn DKK (£2.6bn).
The toy company is getting closer to its goal of reaching “every child in every country in the world”. It also wants to become the world’s most popular children’s toy and to this end it will be focusing more on emerging markets.
As it is, more than 85 million children played with Lego last year.
Sales were boosted by the release of The Lego Movie which proved to be one of the most popular films of 2014, taking more than $460 million around the world.
The rise in sales enabled it to overtake its rival Mattel catapulting Lego into the position of the world’s largest toy manufacturer.
The Danish brand recently gained publicity worth an estimated $7.5 million when it handed out free Lego statuettes to the entire audience at the Oscars ceremony. A number of well-known stars were photographed with them and 46,88l social mentions were recorded.
Danish carpenter Ole Kirk Kristiansen began Lego in 1949 and the company is still owned by the family. Although it faced bankruptcy ten years ago, it turned back to its roots and became a renewed success.
Lego's appeal lies partly in the fact that the potential to build something is never-ending, according to Lego’s chief executive.
