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Business

Lego exceeds expectations with 2014 results

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February 25th, 2015


This article is more than 9 years old.

Toy manufacturer expects success to continue in 2015

It has been a good year for Lego and this is reflected in the company’s annual report for 2014, which was released today. Net profit was 7 billion kroner, up by 15 percent on 2013, and there were double-digit sales growth in all regions.

The company highlights the popularity of the Lego City, Lego Star Wars and Lego Friends lines, as well as the contributing factor of ‘The Lego Movie’.

Proud of creative play experiences
“In 2014 we increased our sales by 15 percent. I am proud that we delivered high quality creative play experiences to millions of children all over the world,” Jørgen Vig Knudstorp, the president and CEO of the LEGO Group said.

“This resulted in a highly satisfactory result for us, and it remains our aspiration to be the best at what we do.”

The company expects continued growth in and “satisfactory results“ 2015, outperforming competitors. “Our ability to innovate and reinvent the Lego play experience every year is vital for our success,” Knudstrop said.

“Looking at the products we have developed for 2015 I feel confident that we will bring joy to even more children in the coming year.” 


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Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

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At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”