From Danish TV today
Lego attack the U.S
Lego launches on the international trade fair American Toy Fair in New York in those days the largest offensive ever in the U.S
The comprehensive campaign involving 165 items, including 10 completely new and different board games
With a tremendous growth in sales of Lego products the last five years makes Billund group now nose up to become as big in the U.S. and Europe
Afterwards Europe
We have for many years had a smaller range over there than in Europe, simply because the U.S. market for Lego is still less developed than European
But because of the strong growth recently, we are expanding now in the States, "said Soren Torp Laursen, who is head of Legos in the U.S
Besides launching new board game also for the very youngest of the largest Duplo line ever
Duplo toy is otherwise very small in the U.S., but an essential part of the fight to recruit new "Lego users."
Five years of growth
Lego currently has four per cent of the U.S. market, but has an ambition to increase the numbers significantly over time
We have had an explosive growth of the past two years
We have moved from being the eighth largest supplier of toys in the U.S. to be the fourth largest
There is no reason to believe that we cannot get our share up to European standards, so somewhere between 10 and 15 percent, "said Soren Torp Laursen, designating the U.S. as the most important growth market
From 2008 to 2009, sales of Lego in stores in the U.S with the entire 31 per cent
And it marks the fifth consecutive year of positive growth
Pingo
