Force with Lego as 'Star Wars' boosts sales

Toy industry is in ‘positive trajectory': CEO
Toy industry is in ‘positive trajectory': CEO

Lego has built a big increase in 2015 earnings thanks in part to strong demand for its "Star Wars" collection.

The Danish toy manufacturer posted a 19 percent rise in full-year revenue to 35. 8 billion Danish krone ($5.21 billion) and a 31 percent jump in net profit to 9.2 billion Danish krone ($1.34 billion).

Jørgen Vig Knudstorp, CEO of LEGO Group said while two thirds of the group's products is based on themes the company invents itself, the 16-year relationship with the Star Wars franchise has paid continual dividends.

"I think we are almost a part of defining the 'Star Wars' universe, having kept the franchise vibrant in years when we no movies are released.

"Now this year a fantastic movie has been launched and Lego has been part of the global excitement" Vig Knudstorp told CNBC Tuesday.

Source: Lego

Lego said it also enjoyed a strong performance from its Lego Dimensions, Ninjango and Elves product lines and that a number of regions were expanding.

"In 2015 we actually saw a very strong growth in Europe.

"Japan and China, regions where we traditionally had low penetration, were also very strong areas of revenue growth," said Vig Knudstorp.

Lego is a privately held company that has manufactured plastic building bricks since 1932.

Lego's boss claimed around 100 million children were sold the bricks in 2015 but the toy is clearly not only for children.

"When I announced the results this morning at our headquarters in Denmark there were several adult fans that had traveled to the press conference, even from the U.S.," he said.