Lego has reported an 18 percent rise in global sales growth for the first half of 2015. As Hayley Platt reports, the Danish toy-maker's CFO also says he's also getting positive feedback about Lego Dimensions - a new video game that's set to give Lego entry ticket to the billion dollar toys-to-life market.
Its multi-coloured bricks have been enjoyed for generations. And though many of today's youngsters spend hours playing video games, it seems Lego has lost none of its appeal. Latest results show an 18 percent rise in global sales in the first half of the year. Operating profits were 27 percent higher year-on-year. Lego achieved double-digit growth across all regions, but highest in Asia, driven by Lego Elves and Ninjago. Later this month, it launches Lego Dimensions, a video game where children can import Lego characters into a digital environment. Part of Lego's move into the billion dollar so-callled 'toys-to-life' market. Lego CFO John Goodwin says the response has been positive. SOUNDBITE: John Goodwin, Lego's Chief Financial Officer, saying (English): "First and foremost we want to be centered on the physical brick because that's a way in which a child can express themselves with the creativity but then we're looking to enrich that experience with a digital overlay which allows them to migrate from the physical to the digital seamlessly." But Just a decade ago the near 80-year-old company was facing collapse. Teaming up with movie franchises like Star Wars and Jurassic World, and its success with its first Lego movie, has helped keep them at the top. Lego currently has more than 300 different sets on the market. And it sees Asia as the future, despite the slowdown in China. SOUNDBITE: John Goodwin, Lego's Chief Financial Officer, saying (English): "Approximately 60 percent of the world's 0-9 year-old children are based in the Asia region, so it's imperative for the long term that we have a presence in Asia." Lego's Shanghai factory is scheduled to be fully up and running by 2017. It's expected to supply up to 80 percent of Lego products sold in Asia.