LEGO
Share of German toy market erodes further / 2017 “not an easy year”
Even if the decline of 0.4% was negligible, Lego Deutschland (Grasbrunn / Germany), subsidiary of the largest European toy manufacturer, Lego (Billund / Denmark; www.lego.com), lost a little more of its footing in the markets of German-speaking Europe in 2017. With a share of 16.8% in Germany, the Danish giant may still be selling significantly more than competitors Hasbro, Mattel or Playmobil – see Plasteurope.com of 12.02.2018 and 02.02.2018 – but, continuing for the second year in a row, the erosion stands in sharp contrast to 2015, when the company celebrated its 13th consecutive year of rising sales – see Plasteurope.com of 01.02.2016. In the run-up to this year’s international toy fair "Spielwarenmesse" (www.spielwarenmesse.de) in Nuremberg / Germany, Lego Deutschland’s managing director, Frédéric Lehmann, said “2017 was not an easy year.” Business, he added, was clearly below the company’s expectations.

According to consumer sales data for the toy market, revenues of Lego Deutschland dipped slightly in 2017, by 2.6% in Germany and 3.3% in Switzerland. In the alpine country its market share slipped by 0.9% year-on-year to 19.5%. While the figures show gains on the German market for the product lines “City”, “Lego Technic” and “Friends”, the traditional Lego brick is still the top seller.

Regardless of the slight downward trend, the Danish toy giant has two important milestones to celebrate this year: the 60th anniversary of the Lego brick and the 40th anniversary of the Lego minifigures. On 28 January 1958, Godtfred Kirk Kristiansen filed his patent for the plastic building blocks with their interlocking tubes-and-studs connector system, creating a toy legend that competitors have tried time and time again to copy – without success.
15.02.2018 Plasteurope.com [239025-0]
Published on 15.02.2018
Lego: Spielwarenhersteller verliert Marktanteile in DeutschlandGerman version of this article...

© 2001-2024 Plasteurope.com  |  Imprint  |  Privacy  |  Cookie settings

Plasteurope.com is a business information platform for the European plastics industry. It is part of KI Kunststoff Information and PIE Plastics Information Europe, one of the leading content providers for the European plastics industry. We offer daily updated business news and reports, in-depth market analysis, polymer prices and other services for the international plastics industry, including a suppliers guide, career opportunities, a trade name directory and videos.

News | Polymer Prices | Material Databases | Plastics Exchange | Suppliers Guide | Jobs | Register | Advertising

PIE – Plastics Information Europe | KI – Kunststoff Information | KunststoffWeb | Plastics Material Exchange | Polyglobe | K-Profi
© 2001-2024 by Plasteurope.com, Bad Homburg
Date of print: 21.11.2024 23:43:08   (Ref: 956115843)
Text and images are subject to copyright and other laws for protection of intellectual property.
Any duplication or distribution in any media as a whole or in parts requires prior written approval by Plasteurope. URL: http://www.plasteurope.com/news/detail.asp