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COPENHAGEN (Reuters) – Sales of Lego dinosaurs and a Bugatti sports car helped the Danish toymaker balance acquirement in the aboriginal bisected of this year afterwards a bead in 2017 for the aboriginal time in added than a decade.

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FILE PHOTO: A LEGO Windsor Castle abounding with the accessible bells amid Britain’s Prince Harry and Meghan Markle, is apparent at Legoland, in Windsor, Britain May 10, 2018. REUTERS/Peter Nicholls/File Photo

The privately-owned firm, acclaimed for its ablaze artificial bricks, pushed the “reset button” aftermost year, acknowledging its business had developed too complicated.

Its attempts to balance accept been bedfast by the defalcation of the better U.S. toy-store alternation Toys’R’Us, but appeal for new articles such as the dinosaur-themed Jurassic Apple ambit helped to abiding acquirement in the aboriginal six months of the year.

“I am satisfied, because we set out to balance advance this year and we accept already done it during the aboriginal half,” Chief Executive Niels B. Christiansen told Reuters.

Overall, customer sales grew 1 percent during the half, while acquirement was collapsed in connected currencies and fell 5 percent in Danish crowns to 14.3 billion crowns ($2.23 billion) – a far cry from the 25 percent advance accomplished in 2015.

The fastest-growing ranges were the avant-garde Technic series, the warrior-themed Ninjago, the Creator ambit that can be congenital into several designs, and the Classic series.

Successful addition is acute to Lego, as 60 percent of its portfolio consists of new articles anniversary year.

Sales in Western Europe grew in the low-single digits, abstinent in connected currencies, while North America beneath slightly. China remained a ablaze atom with double-digit growth, although it accounts for beneath than 10 percent of accumulation sales.

Lego, an abridgement of the Danish “leg godt” acceptation “play well”, affairs to accessible two flagship food in Shanghai and Beijing and abide its affiliation with Chinese internet behemothic Tencent.

It is additionally alive with bounded apprenticeship departments, accompaniment schools and the clandestine apprenticeship providers in China to get kids arena with Lego as a way to addition motor skills, adroitness and absorption spans.

“The Chinese acknowledge and accent that accouchement apprentice article back they comedy … There is a absolutely nice fit amid China and Lego,” said Christiansen, who abutting Lego aftermost year afterwards nine years as CEO of Danish automated accumulation Danfoss.

Lego, which competes with the brand of Barbie maker Mattel Inc and Hasbro, the close abaft My Little Pony, is additionally action on toys that amalgamate the concrete brick with the online world.

One acknowledged example, according to Christiansen, is an app with which kids can address a simple cipher to ascendancy a self-built DUPLO alternation or Batmobil.

Graphic on Lego sales: reut.rs/2PplPY5

Reporting by Stine Jacobsen; Editing by Mark Potter

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