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A character from "The Lego Movie."
Warner Bros. Pictures
For Lego, everything is awesome.

Lego is now the world’s largest toymaker, as kids choose bricks over Barbie

Jason Karaian
By Jason Karaian

Global finance and economics editor

The numbers: Move over, Barbie. Lego reported a 11% jump in sales in the first half of the year, compared with the previous year. The sales, worth 11.5 billion Danish krone ($2 billion), beat Mattel’s result for the same period, making the privately-held Danish company the world’s largest toymaker by revenue. Lego’s operating profit jumped by 12% in the first six months of the year.

The takeaway: The LEGO Movie was a “significant contributor” to the company’s latest results, it said. The animated film has made nearly $470 million at the box office so far, and moviegoers are clearly buying lots of related merchandise. Lego’s sales in China jumped by 50% in the first half of the year, the company said.

What’s interesting: Whether Lego can maintain its lead on Mattel will depend on whether kids will keep pumping their parents for movie-inspired merchandise into the crucial Christmas buying season. A busy slate of video game releases should keep sales ticking over in the meantime, the company hopes—it broke ground on its first factory in China a few months ago, as well as boosting capacity at plants in the Czech Republic and Mexico.

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