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Retail Top 100 2012, No. 51: Lego

August 15, 2012

The 76-year-old, family-owned Danish toy maker topped $1 billion in U.S. sales for the first time in 2010 and was on track to repeat that performance in 2011. The snap-together plastic brick empire has grown and evolved dramati-cally to include robotics, films, video games, theme parks — even a business consultancy to foster creative thinking — but all focused on boys. On New Year's Day 2012, Lego introduced Lego Friends, a full line of 23 different products aimed at girls aged 5 and up. "This is the most significant strategic launch we've done in a decade," said Lego Group CEO Jørgen Vig Knudstorp. "We want to reach the other 50 percent of the world's children." The company's commitment is evidenced by a $40 million global marketing push behind the launch.

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