Lego Revenue and Profits up 10% in 2013

[Lint]

It must be partially due to many Aussies paying the "Australian tax" for LEGO sets.

Even with "Australia Tax" we are still a drop in the ocean for their revenues.

I'm not suprised about the profits Lego did well last year. Their kid orientated lines are fantastic and their 'adult/collector' lines were even better. They've definitely worked hard to court the adult market by making quality sets and break the image that Lego is just a toy for children.

Over the last few years I've seen Lego been bought as genuine birthday/xmas gifts and displayed in homes of adults who aren't necessarily into Lego or collecting toys and don't even have children. It's really starting to become part of mainstream life, much like video gaming.

[Golden Phoenix]

I'm not suprised about the profits Lego did well last year. Their kid orientated lines are fantastic and their 'adult/collector' lines were even better. They've definitely worked hard to court the adult market by making quality sets and break the image that Lego is just a toy for children.

Over the last few years I've seen Lego been bought as genuine birthday/xmas gifts and displayed in homes of adults who aren't necessarily into Lego or collecting toys and don't even have children. It's really starting to become part of mainstream life, much like video gaming.

That is one of the things they actively went out to achieve. The realised that the adult market could add to their bottom line. It is still nothing compared to what they make off kids, but having an adult market increases their sales. They don't have to make as many sets for the adults and can charge a bit more for them, but they can still make a noticeable buck of them.

By doing so they turn a cherry on top into full icing on the cake, or even possibly a piece of the pie.

It also has a secondary effect in that when those adult collectors have kids, guess what they are gonna buy for those kids? More Lego.

[Sam]

That is one of the things they actively went out to achieve. The realised that the adult market could add to their bottom line. It is still nothing compared to what they make off kids, but having an adult market increases their sales. They don't have to make as many sets for the adults and can charge a bit more for them, but they can still make a noticeable buck of them.

By doing so they turn a cherry on top into full icing on the cake, or even possibly a piece of the pie.

It also has a secondary effect in that when those adult collectors have kids, guess what they are gonna buy for those kids? More Lego.

Yes, I know this much is true for myself and my brother-in-law, we're basically doing free marketing for LEGO by getting our kids LEGO / Duplo.