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LEGO A/S may have a record gain in United States sales this year as cash-strapped parents seek toys that will last, said the head of the company's Americas unit. Lego's total sales growth will exceed its August projection of 12 percent, Soren Torp Laursen said. The company has had an "exceptional year" in the US and United Kingdom, he said. "We braced ourselves for fairly tough conditions because the macro-economic picture was not looking very good," Laursen said on Wednesday. "Much to our surprise, our demand actually started to accelerate as the market conditions became powerful." Both Billund, Denmark-based Lego, the world's largest maker of snap-together blocks, and K'NEX Brands LP, which makes plastic construction kits, say their sales are gaining as the toy industry falters. Building sets typically do well in a down economy because families can add to existing ones, said Chris Byrne, a New York-based toy-industry analyst and director of content at toy-information Website TimetoPlayMag.com. "Parents and kids already have an investment in the property," said Byrne. "You add a new set to it and the whole set becomes relevant and new again." Toy sales will probably fall at least 5 percent this year, Sean McGowan, a toy industry analyst at Needham & Co in New York, said earlier.
Go News Center Added by: jessie Add time: 2009/11/27 21:42:34 view >>
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