The Danish family owned building blocks have just gotten a leg up on Mattel after bumper six months
LEGO has reported an 11% increase in sales for the first six months of 2014 compared to last year, and is now the biggest selling toy brand in the world.
Everything is awesome for the brand, which says it has tripled its revenue when compared to the same period just six years ago. The company brought in a massive haul of 11.5bn Danish Krone (more than €1.5bn), beating the American toy giant Mattel into second place.
LEGO's Executive Vice President and CFO John Goodwin credits the company's success to the LEGO Movie, released earlier this year, and responsible for a "significant boost" to sales.
Execs says the awesome adventures of Emmet in the LEGO Movie have driven sales
The film was a critical and commercial success, raking in more than €360m at the global box office, and seeing LEGO's sales in China grow by 50% in the first half of the year.
Whether or not LEGO can build towards a bumper end of the year and hold its position over Mattel will depend on how its movie tie-in merchandise fares on Christmas wish-lists. But a bumper roster of video game releases will help tide the company over till the rush begins.
And the company needs the revenue, after expanding its factories in Mexico and the Czech Republic. Ground has also been broken on new factories in China and Hungary, as well as an ambitious new Experience Centre in Billund, Denmark.