Post by Collector's Connection on Feb 21, 2007 10:29:58 GMT -5
Classic Toys Maintain Relevance: LEGO(R) Brand, World's Leading Construction Toy Manufacturer, Widens Leadership Gap, Grows Sales and Market Share in Reinvigorated U.S. Toy Market
NEW YORK, Feb. 12 /PRNewswire/ -- The LEGO(R) Brand won big with U.S. consumers in 2006, with sales growth that outpaced the U.S. toy market and restored consumer demand for LEGO products to the highest level in four years. A +2% gain in consumer sales(1), on the heels of double-digit growth in 2005, further bolstered LEGO Brand's #1 rank in construction toys, with category share increasing 4 points from 59% to 63%, according to The NPD Group.
With an innovative product portfolio balanced between homegrown classics and licensed lines, U.S. sales of LEGO products in 2006 were four times larger than the next construction toy brand(2). Even though LEGO sales grew, the overall construction toy category declined.
U.S. consumers want more classics
In a year when video game innovation and consumer electronics were appealing to children of all ages, classic LEGO building sets fared extremely well, with the LEGO Brand ranking as the #2 most wanted holiday present among boys 6-8 and as #3 among boys 6-11(3). LEGO sales growth in 2006, after a blockbuster success with Star Wars in 2005 -- a movie year -- was strong reinforcement of the appeal of the company's offerings.
Sales of LEGO CITY, the classic "downtown" theme and recruitment platform for builders ages 5 and older, have doubled since 2004, with 2006 U.S. sales growing 65% over 2005. Sales of LEGO Creator, a line of build and re-build models, and LEGO Racers build and play vehicles were both up double-digit versus 2005. Adding meaningful technology to classic LEGO building led to the successful U.S. launch of LEGO MINDSTORMS(R) NXT, the #2 most wished-for toy among American boys ages 9-12(4) and the top-selling LEGO item in the U.S.
"We're thrilled that consumers have responded so positively to our focus on innovation within the classic and more iconic LEGO play experiences," said Soren Torp Laursen, President, LEGO Systems, Inc. "Generations of children and families have experienced the joy of building and pride of creation that results from open-ended creative LEGO play. We're confident that this heritage, combined with continued innovation of the classic play experience, will help us maintain our foothold with consumers and lead us to growth."
Homegrown properties build momentum
The collectible line of constructible BIONICLE(R) action figures maintained its strength in its sixth year. BIONICLE ranked #2 among most requested brands among American boys in 2006(5), with double-digit sales growth. EXO-FORCE(TM), the play theme that merges an anime-inspired story with classic building, became the third strongest LEGO line in the U.S., further evidence that non-licensed stories can drive successful momentum in the world of construction play.
"With EXO-FORCE, we successfully created another story-driven, homegrown LEGO property for boys without cannibalizing our BIONICLE or licensed line sales," continued Laursen. "This diversification of the brand expression, met by increased demand for LEGO play for builders of different ages, is very encouraging for future brand development."
Strong licenses drive growth and excitement
Collectible products, supported by a blockbuster video game release, drove outstanding LEGO Star Wars(TM) sales in a non-movie year, making the line the #6 most requested among U.S. boys(6). LEGO Star Wars also contributed to video game industry growth, with two titles ranking in top 10 game sellers of the year (LEGO Star Wars 2: The Original Trilogy at #3 and LEGO Star Wars: The Video Game at #9)(7). The debut of LEGO SpongeBob SquarePants, the #1 most requested property among LEGO kids, was incredibly successful, selling 75% more than anticipated.
"Sales of LEGO Star Wars and LEGO SpongeBob last year were well beyond expectations -- proving that the right property translated to construction play can have evergreen impact," Laursen said. "In a non-movie year, LEGO Star Wars maintained its appeal to collectors and builders of all ages, and the sustained popularity of the SpongeBob series helped us launch a property that LEGO kids have told us belongs in the category."
About LEGO Systems
LEGO Systems, Inc. is the North American division of The LEGO Group, a privately-held, family-owned company based in Billund, Denmark, one of the world's leading manufacturers of creatively educational play materials for children. The company is committed to the development of children's creative and imaginative abilities, and its employees are guided by the motto adopted in the 1930s by founder Ole Kirk Christiansen: "Only the best is good enough." Visit the virtual LEGO world at www.lego.com/
NOTE: LEGO, the LEGO logo, EXO-FORCE, MINDSTORMS and BIONICLE are trademarks of the LEGO Group. (C) 2007 The LEGO Group.
(C) 2007 Lucasfilm Ltd. & TM. All rights reserved. Used under authorization.
(C) 2007 Viacom International Inc. All Rights Reserved.
NICKELODEON SPONGEBOB SQUAREPANTS and all related titles, logos and characters are trademarks of Viacom International Inc. Created by Stephen Hillenburg.
Contact: Michael McNally, +1-860-830-5885, or press(at)america.lego(dot)com, or Kristin Greene, +1-415-987-1065, or info(at)flashpointpr(dot)com.
(1) Internal LEGO Data and The NPD Group Market Data
(2) The NPD Group /Consumer Data
(3) Funosophy Wish List Study 2006 and National Retail Federation
(4) Funosophy Wish List Study 2006
(5) The NPD Group
(6) The NPD Group
(7) The NPD Group / Point of Sales
Website: www.lego.com/
NEW YORK, Feb. 12 /PRNewswire/ -- The LEGO(R) Brand won big with U.S. consumers in 2006, with sales growth that outpaced the U.S. toy market and restored consumer demand for LEGO products to the highest level in four years. A +2% gain in consumer sales(1), on the heels of double-digit growth in 2005, further bolstered LEGO Brand's #1 rank in construction toys, with category share increasing 4 points from 59% to 63%, according to The NPD Group.
With an innovative product portfolio balanced between homegrown classics and licensed lines, U.S. sales of LEGO products in 2006 were four times larger than the next construction toy brand(2). Even though LEGO sales grew, the overall construction toy category declined.
U.S. consumers want more classics
In a year when video game innovation and consumer electronics were appealing to children of all ages, classic LEGO building sets fared extremely well, with the LEGO Brand ranking as the #2 most wanted holiday present among boys 6-8 and as #3 among boys 6-11(3). LEGO sales growth in 2006, after a blockbuster success with Star Wars in 2005 -- a movie year -- was strong reinforcement of the appeal of the company's offerings.
Sales of LEGO CITY, the classic "downtown" theme and recruitment platform for builders ages 5 and older, have doubled since 2004, with 2006 U.S. sales growing 65% over 2005. Sales of LEGO Creator, a line of build and re-build models, and LEGO Racers build and play vehicles were both up double-digit versus 2005. Adding meaningful technology to classic LEGO building led to the successful U.S. launch of LEGO MINDSTORMS(R) NXT, the #2 most wished-for toy among American boys ages 9-12(4) and the top-selling LEGO item in the U.S.
"We're thrilled that consumers have responded so positively to our focus on innovation within the classic and more iconic LEGO play experiences," said Soren Torp Laursen, President, LEGO Systems, Inc. "Generations of children and families have experienced the joy of building and pride of creation that results from open-ended creative LEGO play. We're confident that this heritage, combined with continued innovation of the classic play experience, will help us maintain our foothold with consumers and lead us to growth."
Homegrown properties build momentum
The collectible line of constructible BIONICLE(R) action figures maintained its strength in its sixth year. BIONICLE ranked #2 among most requested brands among American boys in 2006(5), with double-digit sales growth. EXO-FORCE(TM), the play theme that merges an anime-inspired story with classic building, became the third strongest LEGO line in the U.S., further evidence that non-licensed stories can drive successful momentum in the world of construction play.
"With EXO-FORCE, we successfully created another story-driven, homegrown LEGO property for boys without cannibalizing our BIONICLE or licensed line sales," continued Laursen. "This diversification of the brand expression, met by increased demand for LEGO play for builders of different ages, is very encouraging for future brand development."
Strong licenses drive growth and excitement
Collectible products, supported by a blockbuster video game release, drove outstanding LEGO Star Wars(TM) sales in a non-movie year, making the line the #6 most requested among U.S. boys(6). LEGO Star Wars also contributed to video game industry growth, with two titles ranking in top 10 game sellers of the year (LEGO Star Wars 2: The Original Trilogy at #3 and LEGO Star Wars: The Video Game at #9)(7). The debut of LEGO SpongeBob SquarePants, the #1 most requested property among LEGO kids, was incredibly successful, selling 75% more than anticipated.
"Sales of LEGO Star Wars and LEGO SpongeBob last year were well beyond expectations -- proving that the right property translated to construction play can have evergreen impact," Laursen said. "In a non-movie year, LEGO Star Wars maintained its appeal to collectors and builders of all ages, and the sustained popularity of the SpongeBob series helped us launch a property that LEGO kids have told us belongs in the category."
About LEGO Systems
LEGO Systems, Inc. is the North American division of The LEGO Group, a privately-held, family-owned company based in Billund, Denmark, one of the world's leading manufacturers of creatively educational play materials for children. The company is committed to the development of children's creative and imaginative abilities, and its employees are guided by the motto adopted in the 1930s by founder Ole Kirk Christiansen: "Only the best is good enough." Visit the virtual LEGO world at www.lego.com/
NOTE: LEGO, the LEGO logo, EXO-FORCE, MINDSTORMS and BIONICLE are trademarks of the LEGO Group. (C) 2007 The LEGO Group.
(C) 2007 Lucasfilm Ltd. & TM. All rights reserved. Used under authorization.
(C) 2007 Viacom International Inc. All Rights Reserved.
NICKELODEON SPONGEBOB SQUAREPANTS and all related titles, logos and characters are trademarks of Viacom International Inc. Created by Stephen Hillenburg.
Contact: Michael McNally, +1-860-830-5885, or press(at)america.lego(dot)com, or Kristin Greene, +1-415-987-1065, or info(at)flashpointpr(dot)com.
(1) Internal LEGO Data and The NPD Group Market Data
(2) The NPD Group /Consumer Data
(3) Funosophy Wish List Study 2006 and National Retail Federation
(4) Funosophy Wish List Study 2006
(5) The NPD Group
(6) The NPD Group
(7) The NPD Group / Point of Sales
Website: www.lego.com/
