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Droids and superheroes ride to rescue for Lego

Video Credit: Reuters Studio - Duration: 01:19s - Published < > Embed
Droids and superheroes ride to rescue for Lego

Droids and superheroes ride to rescue for Lego

Sales of Star Wars and Avengers minifigures helped propel Lego to sales growth in the first half.

Julian Satterthwaite reports.


Droids and superheroes ride to rescue for Lego

NOTE TO EDITORS: REFILING TO ADD SOUNDBITE FROM LEGO CEO Droids and superheroes have ridden to the rescue for Lego.

The Danish toys giant on Tuesday (September 3) reported a rise in first-half sales - up four percent to about 2.2 billion dollars.

Models of Star Wars robots and Marvel characters were among the big sellers over the period.

For years Lego used to post double-digit increases in sales.

But that came to an abrupt end in 2017.

Now chief executive Niels Christiansen says expansion is back on the agenda.

LEGO CEO NIELS CHRISTIANSEN, SAYING (ENGLISH): "We would actually rather be on good growth rates that allow us to take market share and really develop the business at the speed we think is a good one, and we're not aiming necessarily to get back to the supernatural growth rates we once had." China was the company's best performing market in the first six months.

Despite a shift to online sales, Lego plans to add 35 stores there by year's end.

India could be next on its target list.

Christiansen says he hopes to see Lego-branded shops there too.

Rivals won't let it have all the movie magic though.

Earlier in the year U.S. toymaker Hasbro beat forecasts.

Marvel action figures got much of the credit there too.

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