- The Washington Times - Thursday, February 21, 2013

Legos have been perpetually popular for decades, but its newest creation — a line of toys geared towards girls — has sent its profits skyrocketing.

Lego Friends — which includes mini-figures in pink, a dream house with a pool, and a beauty shop — helped the Denmark company net more than $1 billion last year, a 25 percent increase.

The Associated Press reports that Lego’s share of the U.S. toy market has quadrupled in five years, reaching 7.9 percent at the end of 2012, up 1.6 percentage points from the previous year.

While Lego has traditionally been seen as predominantly geared towards young boys, CEO Joergen Vig Knudstorp called Lego Friends the company’s “most significant” new product in a decade.

This article is based in part on wire service reports.



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