The LEGO Group annual report 2013

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LEGO has just published its annual report for 2013. The financial summary is as follows:

"The LEGO Group continued its strong growth in 2013 as revenue increased by DKK 2.3 billion in 2013 to DKK 25.4 billion against DKK 23.1 billion the year before.

"Revenue growth excluding foreign exchange impacts was 11% year over year on a local currency basis. Despite very challenging market conditions most markets maintained double digit sales growth and even in the declining US toy market the LEGO Group achieved sales growth during the year.

"The LEGO Group’s profit before tax amounted to DKK 8.2 billion in 2013 against DKK 7.5 billion the year before. The result is considered very satisfactory."

Here's some other interesting information I picked up from it:

  • New products make up approximately 60% of the total sales each year.
  • Construction of a manufacturing plant in China began in 2013 and the plant is expected to be operational by 2017. This will solely supply the Asian market.
  • Major regional sites will be set up in London, Singapore and Shanghai as well as at the present US facilities in Enfield.
  • Among the top selling lines in 2013 were core themes like City, Star Wars and DUPLO. Friends that was launched in 2012, and Chima that was launched at the beginning of 2013, added the most to sales growth in 2013. The pre-school products under the DUPLO brand as well as the Technic and Creator products also experienced high growth rates in 2013.
  • During 2013, the LEGO Games product line of board games was phased out. Even though the product line received very positive feedback from consumers it did not succeed in becoming a long-term sustainable concept for the LEGO Group.

17 comments on this article

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By in Switzerland,

Have anyone else noticed a ridiculous looking "t" in the report?
What's the font they're using?

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By in United States,

The font they are using is called Helvetica. It's one of the most widely used fonts. The lower case "a" usually gives it away.

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By in United Kingdom,

In case it's not obvious, you can click on the picture to download the full 66 page PDF file.
It's got a lovely map wrap around cover. But otherwise, it's best left for accountants.

I found the corporate structure diagram on the inside back cover interesting. I never knew that Lego A/S owned 20% of a clothes company called Kabooki, Unsurprisingly, they made Lego branded clothes. There are some good pictures of kids modelling the clothes with giant sized Lego models in the background. http://www.kabooki.com/en/

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By in {Unknown country},

I must admit - I contributed significantly to those increasing sales. 8-O

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By in United Kingdom,

The font is actually a custom one called "LEGOChalet60"

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By in United Kingdom,

Impressive results again, Friends seems to be monstrously popular, shame about Galaxy Squad. And now I've seen Kabooki I want a T-Shirt that says 'I have Ninja Powers' on it :-/

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By in United States,

I think their # of full time employees increasing from 2012 to 2013 was pretty signficant - that can only bode well for such LEGO loving consumers such as us, I mean, thats the dream job right? Anything with LEGO?

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By in United States,

I'm kind of disappointed not to see Ninjago mentioned anywhere in the report. Then again, the annual reports aren't always as detailed regarding specific product lines as they used to be. Nowadays they only mention the top-selling product lines, and with as small a product portfolio as Ninjago had in 2013 it can't be expected to have performed as well as Chima, Star Wars, or City. I'm glad to have it back regardless!

Next year's Annual Report should be interesting, since I'm very certain that the LEGO Movie will have a profound impact on LEGO sales.

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By in United States,

^I agree. I'm certainly not a Ninjago fan, but it would be really interesting to see more detail regarding specific themes rather than just mentioning the top 3 or 4.

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By in United Kingdom,

Congrats TLG! I can only expect more growth in the coming years.

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By in United States,

The China factory solely supplying the Asian market should make a lot of people happy. I know people were worried that ALL LEGO will be Chinese made, but it looks like most of it won't come to the rest of the world, maybe still just the specialty parts.

I know I've spent less over the last few years, but they keep gaining more and more profit. I guess that shows how popular the brand is these days with more and more families.

It'd be interesting to see if they end next year's annual report with "Everything is Awesome!"

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By in France,

Bravo TLG but please, could you lower your prices in Europe as you do in United-States ?

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By in Ireland,

"New products make up approximately 60% of the total sales each year"
That's hardly surprising with most sets only in production for 2 years and some (Constitution Train Chase!) disappearing after only a few months on sale.

The games line was a good idea but they didn't realise that board/family games will never sell like Lego sets. You'd happily buy the kids half a dozen City sets but half a dozen games?
As a side-effect of flooding the market a good few of the games weren't developed that well. Hoth Battle for example looks great but I only played it a handful of times with my son before we got bored. Shave a sheep on the other hand is still a family favourite.

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By in United States,

Still disappointed about the demise of LEGO Games. They were great parts packs, and I enjoy collecting microfigs. I'm awfully sad that the SW and Batman games were never officially released in North America.

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By in Australia,

I'm happily surprised to read that Chima did well (according to this report), given the sales on that stuff and after talking to retailers I was under the impression that it had bombed quite badly.

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By in Netherlands,

"New products make up approximately 60% of the total sales each year."
I wonder how this percentage compares to the time-in-production and availablility at [email protected] of old vs new sets.

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