LEGO Annual Report

Posted by ,

The LEGO Group has posted their latest Annual Report and for the most part it is good news, especially for the City theme. Included are some reasons as to why EXO-FORCE is to be cancelled, good and bad news for BIONICLE - three more movies? Wow! Plus the LEGO Group's expectations for the coming year. Take a look, it makes for a good read!

41 comments on this article

Gravatar
By in United States,

Cool! I'm gonna look at it.

Gravatar
By in United States,

Ok, my computer is being stupid, so if anyone else reads it tell me what's there!

Gravatar
By in United States,

Decent report.
I was intrigued, North America accounts for 1/3 of their total sales.

Gravatar
By in United States,

Yeah i know!
Fighter95 it basically said the the fire station was the best-selling set of the year with more than 50,000 sold worldwide.
Also it talked about its financial plan.

Gravatar
By ,

The 2007 report was a little unexpected. I was surprised to find that the new city fire station was the top selling set of the year. I got the set it and it really was not that great, although it was better than the previous fire station from 2005. I do have to say that I am quite happy to hear that Lego will be focusing on the CITY line. Hopefully this does not mean that they will be creating sets with "new" junior-ized parts.

Gravatar
By in New Zealand,

Fire station? I'd have thought if it were any station it would be a police one. My friend has a police station and he said that he probably wouldn't buy the Fire station, and he didn't. maybe they are selling good becuase lego make it look good. Just becuase it was sold the most doesn't mean it was the most favoured out of those who bought it. What is everyone's favourite set of all time? I'd like to know. Mine's probably the 7662 MTT or the Ultimate Space Battle. They are probably my all time favourites.

Gravatar
By in United States,

Mine's the Republic Gunship! :D Im surprised that the fire station was the top selling set. I never picked it up, but I thought there were so many other sets people liked better. Oh well, I guess it doesn't matter. :)

Gravatar
By ,

My computer is old and slow so the report won't load so I can't read it! Please tell me what it said! PLEASE! :O

Gravatar
By in United States,

The Fire Station saw the return of the Classic LEGO garage doors and I wonder how much that had to do with that set being the best seller for LEGO in '07. AFOL's are a much larger part of the LEGO customer base than the public knows. I was considering buying that set just for the garage parts but couldn't justify spending 60 bucks for garage parts. I found a Target coupon online for 5 bucks off a 25 buck toy purchase. Here is a link to the coupon for those of us who shop for LEGO at Target.

http://sites.target.com/site/en/spot/page.jsp?title=birthday_coupon_toys

I hope many of you can use it.
bmwlego

Gravatar
By in United States,

I would except I have the same problem...

Gravatar
By in United States,

I'm surprised that the best selling set wasn't one of the battle packs (7654 & 7655) because they're cheap and have desirable parts in them.
The only reason I'd get the fire station is because of the helmets.

Gravatar
By in United States,

The fire station makes total sense to me.
Consider that Lego City is designed for children to adults; everyone was a potential customer. The fire station is a nice set for adults but a great set for kids. Parents were looking for the perfect Lego Gift during Christmas and the fire station was a safe bet (I couldn't even find one at the local Target after Christmas!) Add the nice packaging colors (everyone is attracted to red; and red is the traditional Lego brick color) and it was a set that was irresistible. Besides, adult fans are more into Star Wars than the younger kids. The fire station was the younger generation's way into the Lego Universe. Soon they will be climbing out of their dark age and buying up Cafe Corners with the rest of us addicts.

Gravatar
By ,

It looks like so much fun to work at LEGO, being a designer and all and playing with LEGOs, experimenting, etc. I know its not ALL fun, there is still work, but it would be cool to work there.

Gravatar
By in United States,

I personaly do not like the fire station but that is just my opinion

Gravatar
By in United States,

I couldn't find anything about exo-force.. search for exo, etc.
look at those net profits.. 04,03 were a bad years! Can't complain about being 1 billon in the black!

2007 2006 2005 2004 2003
1,028 1,290 214 (1,800) (888)

Gravatar
By in Australia,

What's a billion Danish Kroner worth in AUD? (Or Sterling, euros, USD or CAD?)

Gravatar
By in United States,

dang! Exo-force is the best thing since the Robin Hood type sets of the 1980s.

Gravatar
By ,

bmwlego: Thank you so much for the coupon!

I would have thought that the most popular set would have been either a brick bucket or House. House is a very traditional LEGO set (white walls, red roof, the whole nine yards), and it's $49 USD, meaning it's very gift-friendly.

But I suppose Fire Station is more action-oriented, which means it's more likely to advertised on television and sold at the major department stores. Children, especially, seem to love minifigs (not that I don't!). And at $59 USD, it's not terribly expensive (it has fewer pieces than House, but I doubt think many purchasers care).

All this talk about House makes me really want House, M.D.-themed sets. Even if LEGO can't get the license (which, ahem, doesn't exactly line up with their target market to begin with), a generic hospital set (where did those go, anyway?) with a minifig that looked suspiciously like Hugh Laurie would do the trick. ;-)

It's 5 a.m., I've been up all night, I'm in a weird mood...

Gravatar
By ,

Wolfy8800: 10 DKr is about 2 USD or 1 Pound Sterling. So a billion DKr would be about $200 million USD or £100 million GBP.

Gravatar
By ,

Oops, I forgot Australia. According to my currency widget, $1,000,000,000 DKr = 215,199,598 AUD...or 134,159,557 Euro...I need to get some sleep... :-p

Gravatar
By in United States,

No time to read all that. Anyone know what they say about exo-force?

Gravatar
By in New Zealand,

Nothing that makes sense or is relevant to the topic, I don't think. FalconHood said that it was the bestselling theme since the 1980's Robin Hood.

Gravatar
By in United Kingdom,

Ah... i see they expect a lot from Agents and Indiana Jones. What I really need is some more classic sets (yes i know the new ones are gonna be awesome!!!)

Looking at some of the toyfair Agent pics i think i'll buy some of 'em

Gravatar
By in New Zealand,

Yep, they do look pretty good. I think that Indiana Jones is good too. What are the chances of them replacing Exo-Force?

Gravatar
By in United Kingdom,

Well Agents is a good replacement

Gravatar
By in New Zealand,

Still seeing a lot of violence. If it is really concerning then maybe lego could sell sets with less artillery and stick it in seperately sold sets. I don't think that it is much of an issue as they are really only plastic blocks and the worst it can get that I've seen is Vader's Apprentice who is bleeding on his torso.

Gravatar
By in Ireland,

All this talk makes me want to get the Fire Station :) I do consider it to be very well designed, and I'd quite like it. I don't need the red bricks and it's not that small a set, but on the flip side, it is now reduced down to €48 at one of the toy chains here in Ireland.

I don't think I can get it though as I'll be spending a lot on Green Grocer and Castle 08. Even the yellow Creator house I had planned to buy is on hold, one can't just buy everything!

Gravatar
By in United Kingdom,

Well my little brother got bought a bionicle i said he shouldnt get one but he did.And a week later he ran downstairs and said he got a piece stuck up his nose it just goes to show always look at the age label.

Gravatar
By in United Kingdom,

LOL! halfpenguinhalflego

Gravatar
By in United States,

i like the stats of how well there sales are going

Gravatar
By in United States,

Dang it. I can't read it. Can sumone copy and pate it into a comment so messa can have a look?

Gravatar
By in United States,

The fire station?!? WHAT?!!? I say that the best set of 2007 was definitely the 7662 MTT! And I'm surprised; I thought that the best selling set might have been a power functions set like the Monster Dino which, by the way, rocked! Besides the only thing I thought was cool about the fire station was the latter on the fire truck.

Gravatar
By ,

The fire station being the best set is a shock. I did buy it for $43USD, but that's because I wanted the doors. It's a fine set, but way too open, and not large enough. The fire truck doesn't really fit well.

I guess that means we will be getting a new fire station next year.

Gravatar
By in New Zealand,

Oh dear, not another one. Leggodt, I comepletely agree with you, the bestselling should have been the latest MTT, if not then other star wars, possibly a limited edition set. Na, still, the MTT was no doubt the best lego set last year and so I guess that there is some other reason as to why the fire station sold loads. My guess would be that people's parent/grandparent/sibling/friends etc are just buying sets that look good, really classic lego sets that their lego fan family member would enyoy. For example, my half-sister who now lives in the US first bought me a technic set. I have found this really usefull to use to build other sets that I have that are not complete. Last year she bought me an Aqua raiders submarine. Still, very useful parts in the Sub. So even though I wouldn't have bought them, I have found them very useful. Sorry, I'm not sure what moral I'm trying to express here but maybe an explanation as to why the fire station sold good.

Gravatar
By ,

The MTT is a lot more expensive, and just because you like a set more doesn't mean it would sell more.

I like the small Aqua Raiders sets, but they weren't good enough for a second wave. So my opinion is they are nice sets but on a whole LEGO goes by sales numbers and not what a few people on a pointless site think.

Gravatar
By in New Zealand,

Yeah, we know that, just wondering why fire station was so popular.

Gravatar
By in United States,

I think that it sold well probably because it is much "classier" than other lego sets because I mean come on you can't get classier than a fire station plus some of the new peices that were developed in 2007 and among lego fans are kids/teens and adults. Now, the adults are probably a bigger percent who would prefer classier sets over star wars. Now, I'm no whiz at statistics, but I think that's the case.

Gravatar
By in United States,

>:( My computer still won't load the thing! I can scroll down to about page 4 before it freezes. I really don't like my internet connection!

Gravatar
By in United Kingdom,

I can read it, but I wouldn't suggest reading anything other than future expectations

Gravatar
By in N/A,

lol, I just skimmed through it, but I'm going to really read it.

Gravatar
By in New Zealand,

On the first three forums, the amount of comments are multiples of 8. on the next four, they are multiples of 6. Who would buy the fire station for themselves. I think it is good because it is an affordable gift. People seem happy with it anyway. I wonder how many are on the internet. (being sold)

Commenting has ended on this article.

Return to home page »