LEGO number 1 in the world of toys, for the moment ...

You are going to tell me that once again I see evil everywhere, and you will no doubt be right. But let's try to see beyond the announcement of figures for the first half of 2014 released by LEGO which put the manufacturer just ahead of its main competitor Mattel (2.11 billion dollars for LEGO against 2.01 billion for Mattel).

We must first of all weigh these figures by remembering that the year is not over and that the seasonality of the toy world is based on a key period for manufacturers over a few weeks: the end of year celebrations .

LEGO was able to create its own business opportunity and outsmart a risky seasonality with the release of The LEGO Movie accompanied by a full range of merchandise. This is undoubtedly one of the keys to the excellent progress recorded by LEGO in 2014 (11% compared to the first half of 2013).

For its part, Mattel saw its sales fall by 7%. Barbie is getting old and is probably no longer enough to distract little girls from tablets and other digital toys that are slowly but steadily eating into toy manufacturers' sales. Not to mention the successful entry of LEGO into the market of "the little girl who loves dolls and pink boxes"with the Friends range.

LEGO is therefore until further notice the world leader in the toy market. Yeh. It's his turn to occupy the first step of the podium and to do a little self-satisfaction. So where is the risk? Often, challengers innovate and invest to try to gain ground from leaders who tend to take advantage of their status and the possibility of finally making a return on the heavy investments that allowed them to reach the top.

Mattel no longer innovates, and the numbers speak for themselves. We're still waiting to see what the maker of its latest acquisition, LEGO competitor construction toy maker MEGA Brands, will do.

LEGO has been bold by betting on new licenses, investing in new production sites and attacking new markets such as Asia: The progress is significant.

For us, ordinary consumers who are unconditional fans of the brand, whether LEGO is number 1 or 2 in the global toy market does not change much. The good financial health of the manufacturer should logically allow it to invest and innovate in order to offer us ever more attractive products. But the prices have no reason to drop and LEGO can also take a "break" and take advantage of its pharaonic margins by contenting itself with recycling old very profitable house ideas (Bionicle, Arctic, Castle, Pirates, the City range which runs in loop...).

The future will tell whether the leading position in the world toy market currently occupied by LEGO has beneficial effects on the variety and quality of products or their price. For the rest, there is nothing to jump to the ceiling for a manufacturer which shows an increase of 14% of its net profit and which continues to offer us unbeatable stickers or products resolutely presented as high-end but whose finish is not always up to the task.