2012, a boom year for LEGO

The efforts focused on the development of innovative products such as LEGO® Ninjago and LEGO Friends as well as on the production close to the main markets contributed to the very satisfactory results of the LEGO Group in 2012.

In 2012, the group increased income by 25%, thus reaching € 3 million, nearly triple 144 sales. For the fifth consecutive year, the LEGO Group recorded year-over-year revenue growth exceeding 2007%.

Highlights from the LEGO Group's 2012 annual report published today:
• The operating result for the year reached € 1 million, compared to € 068 million in 760, an increase of 2011%.
• The operating margin rose from 30% in 2011 to 34% in 2012.
• Annual net profit reached € 754 million, compared to € 558 million in 2011.
• Turnover grew by 25%, reaching € 3 million compared to € 144 million in 2. Turnover in local currency (ie excluding the impact of variations exchange rate) increased 514% year over year.
• The net cash flow generated by operating activities increased from € 515 million in 2011 to € 834 million in 2012.
• In 2012, the group paid € 256 million in income tax.

The currency used by the LEGO Group for its activity report is the DKK. The conversion from DKK to EUR is based on an annual average rate (however the conversion of net cash flow is based on a rate taken at the end of the year) in 2011 and 2012 respectively.

« This is a very satisfactory result and better than the forecasts at the start of the year. This is explained, above all, by the fact that we have been able to develop and launch products that children all over the world have approved in 2012. ”Said Jørgen Vig Knudstorp, Chief Executive Officer of the LEGO Group.

Over 60% of sales of the LEGO group correspond to new products every year.

« That is why our demands on the development and procurement process are so high. Every year we need to be able to anticipate what will spark children's interest and meet their expectations with relevant LEGO products, which we managed to do in 2012 Jørgen Vig Knudstorp added.

Production close to the main markets
The strong demand for LEGO products in 2012 posed considerable challenges for the production of the LEGO Group, but the company's strategy of locating its factories near major markets in Europe and North America has paid off.

« Thanks to the geographical location of our packaging facilities close to our main markets as well as the continuous optimization and improvement of production, we are better able to meet the demands of our customers and consumers. »Explained Bali Padda, Chief Operating Officer.

LEGO Friends has far exceeded our expectations
LEGO City and LEGO Star Wars ™ were the best-selling product lines in 2012, followed by LEGO Ninjago (launched in 2011). The new range LEGO Friends made it possible to take a strategic step in 2012 thanks to a sales volume exceeding forecasts. She therefore became the fourth best-selling product line. Although the LEGO Group has more than doubled its production of LEGO Friends from forecast, we have failed to meet all product demands.

Global growth
With a double-digit growth rate, North America, Asia as well as Central and Eastern Europe achieved impressive results in terms of LEGO sales in 2012 while growth in some southern European markets was more moderate but is still doing well with single-digit growth, despite very difficult market dynamics.

LEGO France recorded record growth, over 20% of its sales to consumers in 2012. LEGO Friends received an exceptional welcome in France and represented more than half of the growth, the rest being linked to the classic ranges (LEGO City, LEGO DUPLO, LEGO Star Wars ™). 2013 also heralds an excellent vintage for LEGO France with expected double-digit growth.

« We are very pleased with the strong growth in Asia, driven primarily by the appeal of the LEGO Ninjago, LEGO Friends and LEGO City lines. Although Asia is only a relatively small market for the LEGO Group, we expect it to become a new growth engine in the years to come. Said Mads Nipper, Chief Marketing Officer.

To support this growth, the LEGO group continued to invest close to the main markets in 2012.

• In the Czech Republic, the LEGO group announced in September a major extension of its existing factory.
• Construction of a new factory in Hungary located near the existing LEGO factory in Nyíregyháza started in October.
• As part of the strategy to make Asia a key market, a new Asian headquarters in Singapore was inaugurated in the fall.
• Due to the strategy implemented to locate packaging facilities close to the main markets, the LEGO group announced in early 2013 the closure of the Billund sites in Denmark in the next two and a half years. At the same time, significant investments will be made in molding and engineering on these sites.

As a result of increased sales and investment in production capacity, the number of full-time employees increased by just over 1, from an average of 000 in 9 to 374 in 2011. The company also plans to increase its workforce in 2013.

Strong forecast growth in 2013
In 2013, the LEGO Group predicts that global financial developments will continue to impact the toy market in general. The financial situation in Southern and Western Europe and North America will continue to be under pressure as Asia and Eastern Europe are expected to experience sustained growth.
In 2013, the LEGO group set ambitious goals linked to the major launch of the LEGO Legends of Chima range, a game theme set in a wonderful world populated by animal tribes.

Building on the dynamics of the LEGO group in 2012, LEGO sales should therefore continue to climb in 2013, even if the global economic crisis will result in a lower growth rate in 2013 compared to that recorded in 2012. It does not However, the LEGO group is forecasting satisfactory results for the year as a whole.