Danish toy maker Lego has overtaken US firm Hasbro to become the second biggest in the world after Mattel. Following a 13% increase in sales in the half year, the company saw its market share rise to 8.8% as slower sales in America and Europe were offset by 35% growth in Asia.
Lego chief executive Jorgen Vig Knudstorp said: "It is a very satisfactory result in view of general developments in the world toy market, which has had a slow start to the year in the largest and most mature markets of North America, Europe and Japan."
"Asia has not been a major focus for us as a company up until this point, but we see now with the emerging middle class, more and more consumers that are really interested in our products," added Lego chief financial officer John Goodwin.
In March, the company announced plans to build its first factory in China. Construction is due to begin next year.
