Lego builds sales with new product launches


New product launches helped Lego's sales shoot up last year, outperforming the global toy market and cementing its position as one of the world's top toymakers.

The privately-held Danish company, known for its iconic interlocking bricks, said its top selling ranges were Lego City, Lego Duplo, Lego Technic and Lego Creator – which all posted double-digit growth.

Freya Ingrid Morales | Bloomberg | Getty Images

This helped revenue rise 10 percent in 2013 to 25.38 billion Danish krone ($4.52 billion). Net profit was 9 percent higher at 6.1 billion krone.

(Read more: Toymaker Lego looks tobuild on success in China)

Despite a slight decline in the global toy market over the year, Lego said its sales had grown in all major markets.

Its largest markets – the U.S., U.K. and central and northern Europe - posted "healthy single digit growth," according to the results, while "most other markets saw double digit sales growth."

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Sales were particularly strong in Asia, Lego said, although the region remains a relatively small market for the company.

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Jorgen Vig Knudstorp, president and CEO of the Lego Group, said he expected the toymaker to continue to outperform the global market, which is forecast to post low single-digit annual growth this year.

"We remain ambitious and expect to continue to grow our market share. We will do so by expanding our global presence – but also through a continued focus on developing and innovating our product offering so that we remain relevant to children all over the world," he said in a statement Thursday.

The company – which is still owned by the Kirk Kristiansen family, who founded it 1932 - said in September that its share of the global toy market was approximately 8.8 percent, making it the world's second-biggest toymaker behind Mattel.

(Read more: Lego sees digital offering 'critical' for future)

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Lego has undergone somewhat of a renaissance in recent years, taking on a "back to basics" approach after being accused of trying to innovate in too many different areas.

But its focus is not solely on the classic-style kits, with Lego CFO John Goodwin telling CNBC earlier this year that it is looking to complement its physical products with digital offerings.

The brand also looks set to get a boost from the release of its first full-length movie, which was released earlier this month.

"The Lego Movie" has become the top-grossing film of the year so far, according to Reuters, and Warner Bros has announced plans for a sequel, due for release in 2017.

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