Lego sales soar thanks to popular girls series

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Children look at a computer presentation on how to assemble Lego parts during a Digital Media Academy workshop in Stanford, California on Agust 14. AP

COPENHAGEN, Denmark—Danish toy maker Lego says sales soared 13 percent during the first six months of 2013, thanks partly to the new “Lego Friends” series of building blocks designed for girls.

The privately owned company said Thursday that it made a net profit of 2.4 billion kroner ($424 million) on revenue of 10.4 billion kroner ($1.8 billion).

Lego said series like “Legends of Chima” and “Lego Friends” were among the most popular and that sales were particularly high in Asia.

Lego’s other toy series include “Star Wars” and “Ninjago.” Last month the company said it will launch a special series themed on the American sitcom “The Simpsons” next year.

The company is not publicly listed but has published earning reports since 1997. It does not release quarterly figures.

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  • http://www.skysenshi.com/ skysenshi

    So these little boys on the photos are also buyers of the popular girls series?

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