Copenhagen (AFP) - Lego is making global domination look like child's play, as the world's biggest toy-maker puts the building blocks in place to lead rivals in Asia and buck an industry-wide revenue dip.
The Danish toys juggernaut overtook Mattel in the first half of the year.
That was partly thanks to the runaway success of "The Lego Movie," which sent children scrambling for the coloured bricks, and partly because parents fell out of love with Mattel's Barbie, seen by some as promoting an unhealthy body image and outdated gender roles. All in all, Lego seems to be having fun.
"They've done something similar to what Apple has done, which is known as transcending a category," said Niels Lunde, author of "The Miracle at Lego," a Danish book about the company.
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