--- description: How good of a run has Lego been on in recent years? 7025075 title: Everything Is Awesome If You’re Lego: Toy Company Can Do No Wrong image: https://static.time.com/v3/assets/bltea6093859af6183b/blt257fe2503e9effba/698a5b439d83e84a1eb9a8ce/biz_lego_0720.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  * [Business](/section/business/) # Everything Is Awesome If You're Lego: Toy Company Can Do No Wrong by [TIME Staff](/author/time-staff/) Feb 27, 2014 8:03 PM CUT  Giant Lego bricks stand on display outside the Lego A/S assembly plant in Kladno, Czech Republic, on Tuesday, June 7, 2011\. Lego A/S, Europe's biggest toymaker which earlier this month reported a record-high profit, said it will expand production facilities in the Czech Republic as demand for its building blocks rises. Photographer: Vladimir Weiss/Bloomberg via Getty Images Giant Lego bricks stand on display outside the Lego A/S assembly plant in Kladno, Czech Republic, on Tuesday, June 7, 2011\. Lego A/S, Europe's biggest toymaker which earlier this month reported a record-high profit, said it will expand production facilities in the Czech Republic as demand for its building blocks rises. Photographer: Vladimir Weiss/Bloomberg via Getty ImagesBloomberg via Getty Images—2011 Bloomberg by [TIME Staff](/author/time-staff/) Feb 27, 2014 8:03 PM CUT How good of a run has Lego been on in recent years? more Consider the following: **It’s the subject of the country’s top movie.** _The Lego Movie_ has gotten [great reviews](http://entertainment.time.com/2014/02/06/the-lego-movie-socialist-toys-are-just-another-brick-in-the-wall/ "undefined") and is easily the [biggest box office hit of the year](http://entertainment.time.com/2014/02/23/moviegoers-dont-lava-pompeii-stick-to-lego/ "undefined") thus far. The movie has been such a success that not one but [two Lego spinoff films](http://www.hollywoodreporter.com/news/lego-ninjago-spinoff-could-hit-681069 "undefined") are already in the works. **Sales, revenues, and profits are soaring.** As [_Bloomberg_](http://www.bloomberg.com/news/2014-02-27/lego-beats-u-s-toymaker-rivals-as-full-year-revenue-jumps-10-.html "undefined") and others noted this week, a report from Lego stated that company revenues rose 10% year over year, and that net income was up an impressive 9%. In a statement accompanying the release, Lego CEO Joergen Vig Knudstorp said, “In less than 10 years, we have now more than quadrupled our revenue.” **Growth is especially good in China.** Lego soon expects China, the world’s largest country by population, to be one of its “core markets,” alongside Europe and the U.S., according to the [_Associated Press_](http://business.time.com/2014/02/27/lego-china/?iid=biz-main-belt "undefined"). **It expects to keep creaming the competition for years.** [Reuters](http://www.reuters.com/article/2014/02/27/us-lego-idUSBREA1Q0YX20140227 "undefined") focused on Lego’s modest announcement that the company anticipates staying “moderately ahead” of the pace of overall sales in the global toy market in the years to come. Bear in mind that the sales surge enjoyed by Lego has occurred a time when major toy companies such as [Mattel have seen sales slump](http://online.wsj.com/article/BT-CO-20140131-704901.html "undefined"). **Even the “worst” Lego series is huge hit.** When Lego Friends was launched in 2012, the girl-friendly series—featuring loads of pink and purple bricks for building beauty shops, fashion workshops, and the like—was [bashed as offensive](http://healthland.time.com/2012/01/26/legos-new-friends-line-for-girls-offensive/ "undefined"). The Lego line is so “jam-packed with condescending stereotypes it would even make Barbie blush,” summed up one group, which put Friends on a short list of the [worst toys of the year](http://commercialfreechildhood.org/TOADY2012 "undefined"). Plenty of people—including, most importantly, young girls and their families—thought differently. Lego Friends wound up being honored by Toy Industry Association as the [Toy of the Year](http://www.prnewswire.com/news-releases/lego-friends-wins-prestigious-toy-of-the-year-award-190588711.html "undefined") in 2013\. In terms of sales, Lego Friends has been a monster success story. “The line doubled sales expectations in 2012, the year it launched,” an [NPR story](http://www.npr.org/blogs/monkeysee/2013/06/28/196605763/girls-legos-are-a-hit-but-why-do-girls-need-special-legos "undefined") published last summer on the Friends phenomenon stated. “Sales to girls tripled in just that year.” All said, Lego has to agree with the signature song of its hit movie: “Everything Is Awesome.” Everything Is Awesome If You’re Lego: Toy Company Can Do No Wrong ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/archive/7025075/everything-is-awesome-if-youre-lego-toy-company-can-do-no-wrong/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/archive/7025075/everything-is-awesome-if-youre-lego-toy-company-can-do-no-wrong/"},"headline":"Everything Is Awesome If You're Lego: Toy Company Can Do No Wrong","datePublished":"2014-02-27T20:03:21.000Z","dateModified":"2026-03-15T23:13:02.631Z","description":"How good of a run has Lego been on in recent years? 7025075","url":"https://time.com/archive/7025075/everything-is-awesome-if-youre-lego-toy-company-can-do-no-wrong/","keywords":["gender","girls","movies","China","Stereotypes","Lego","Legos","boys"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt257fe2503e9effba/698a5b439d83e84a1eb9a8ce/biz_lego_0720.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"TIME Staff","url":"https://time.com/author/time-staff/"}],"articleSection":"Business","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt257fe2503e9effba/698a5b439d83e84a1eb9a8ce/biz_lego_0720.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Inside A Lego Factory In The Czech Republic","caption":"Inside A Lego Factory In The Czech Republic","creditText":"Bloomberg via Getty Images—2011 Bloomberg","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/archive/7025075/everything-is-awesome-if-youre-lego-toy-company-can-do-no-wrong/","name":"Everything Is Awesome If You're Lego: Toy Company Can Do No Wrong"}}]}] ```