LEGO Systems Builds Eighth Consecutive Year of U.S. Sales Growth

       LEGO Systems Builds Eighth Consecutive Year of U.S. Sales Growth

-Brand relevance and play pattern at an all-time high as company's 2012 sales
increase by 26%-

PR Newswire

NEW YORK, Feb. 8, 2013

Systems, Inc., the North American division of the world's leading construction
toy brand, achieved its eighth consecutive year of double-digit U.S. consumer
sales growth in 2012, increasing category and overall toy industry shares over
record performance in 2011.

2012 U.S. Year-End Highlights (Source: The NPD Group / Retail Tracking

  oContinued year-on-year growth trend in the U.S. as consumer sales grew
    +26% to reach $1.32 billion.
  oIncreased U.S. total toy market share to 7.9%, up +1.6 share points over
    2011, maintaining rank as America's third largest toy manufacturer. The
    company's share of the total U.S. toy market has quadrupled in five years.
  oGrew share of U.S. Building Sets category +5.3 points to 84.6% in a year
    of increased category competition.
  oGained +12.1 share points to reach 51.4% of the Preschool segment of U.S.
    Building Sets.
  oSurpassed expectations of LEGO® Friends to become the #6 U.S. girls'
    property of 2012 in fourth quarter.
  oManufactured 48 of the top 50 Building Sets of 2012.
  oAccounted for 4% of total video games units sold industry wide, ranking #3
    in overall video game franchises.

"Achieving another year of record growth in the U.S. is both an exciting and
humbling reflection of our strategy to deliver a wide range of building
opportunities that invites builders of all ages, interests and skill levels,"
said Soren Torp Laursen, president, LEGO Systems. "Last year's sales growth is
the result of a well-balanced core business of themed and licensed building
sets, amortized by innovative play options for preschoolers, girls, and board
game enthusiasts, all of which capture and inspire children's imaginations and
compel them to keep building."

Growth Across the Product Portfolio
LEGO Friends, LEGO NINJAGO, LEGO CITY, LEGO Star Wars™, and LEGO Super Heroes
ranked among the top five LEGO properties of the year, together accounting for
50% of all Building Sets sold in the U.S. in 2012^1. An expanded and
diversified LEGO DUPLO® collection introduced new builders to the brand to
drive the company's share of the Preschool segment of Building Sets to its
highest level ever. Sales of the classic LEGO CREATOR™ line of 3-in-1 models
increased +20%, and the company's Bricks & More collection of buckets, tubs
and boxes grew +28%^2, signaling that demand is very strong for the open-ended
creativity of non-themed building sets.

Introduced in January 2012, LEGO Friends is one of the company's most
successful global launches ever. In the U.S., the line ranked #6 overall
girls' property in the all-important fourth quarter of the year.^3Measured
in dollars, the line was the number-one property if ranked among the Dolls
Play Sets segment^4, where it is sometimes found in stores. The line tripled
the number of girls who build with LEGO bricks in the United States in its
launch year^5, significantly growing the company's active user base in the

The Year Ahead
To fuel continued U.S. growth, LEGO Systems introduces 250 new products at the
American International Toy Fair this week in New York City. Building on its
winning themes such as LEGO CITY, LEGO Friends and LEGO Star Wars are new
themes, LEGO Legends of CHIMA™, LEGO Galaxy Squad, and a 25^th anniversary
LEGO Castle collection. New licenses, Nickelodeon's Teenage Mutant Ninja
Turtles™ and Disney's The Lone Ranger™, join continuing powerhouse lines of DC
DUPLO preschool products, board games, and the next generation of the world's
original smart toy, LEGO MINDSTORMS EV3, round out an innovative portfolio
that makes the potential for continued growth very strong.

"We are very confident in our ability to achieve growth again in 2013 as we
continue to redefine the way children play and build, recruit new builders to
the LEGO system and reinforce our single brand status with every new
experience," Laursen said. "For example, LEGO Legends of CHIMA marks the first
time we have applied the same original story line to all of our play
patterns–construction, social competition gaming, buildable action figures,
board games, video games, and online gaming–anchored by a Cartoon Network
television series and surrounded by a calendar full of events and engagement
opportunities, and is sure to be among the hottest properties this year."

"As a privately-held company with a fixed mission, we have the flexibility to
take bigger risks, develop long-term strategic offerings, and truly place
consumer needs at the center of our business to drive continuous growth,"
Laursen concluded.

About LEGO Systems, Inc.
LEGO Systems, Inc. is the North American division of The LEGO Group, a
privately-held, family-owned company based in Billund, Denmark, one of the
world's leading manufacturers of creatively educational play materials for
children. The company is committed to the development of children's creative
and imaginative abilities, and its employees are guided by the motto adopted
in the 1930s by founder Ole Kirk Christiansen: "Only the best is good
enough." Visit the virtual LEGO world at

LEGO, the LEGO logo, DUPLO, Legends of CHIMA and MINDSTORMS are trademarks of
The LEGO Group. © 2013 The LEGO Group.

© 2013 Lucasfilm Ltd. & TM. All rights reserved.

© 2013 Viacom International, Inc. All rights reserved. Nickelodeon, TEENAGE
MUTANT NINJA TURTLES and all related titles, logo and characters are
trademarks of Viacom International Incorporated. Based on characters created
by Peter Laird and Kevin Eastman.

© Disney Enterprises, Inc. and Jerry Bruckheimer, Inc. LONE RANGER TM &
Classic Media.

DC Universe and all related characters are elements or trademarks of and © DC
Comics. (s13)

TM and © 2013 MARVEL & Subs.

© NLP ™ Middle-earth Ent. Lic. To New Line. (s13)

THE HOBBIT: THE DESOLATION OF SMAUG™: © WBEI ™ Middle-earth Ent. Lic. To New
Line. (s13)

^1 The NPD Group / Retail Tracking Service
^2 The NPD Group / Retail Tracking Service
^3 The NPD Group / Retail Tracking Service
^4 Internal Analysis of The NPD Group / Retail Tracking Service
^5 LEGO Systems, Inc. proprietary research

Michael McNally
LEGO Systems, Inc.
860-830-5885 /

SOURCE LEGO Systems, Inc.

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