well a very private family out of
Denmark who have done an amazing job
keeping this company at the forefront
now their sales aren't bigger than
Mattel but the value is bigger than
Mattel they're simply on fire this is a
company that has doubled Mattel's growth
rate over the past couple years and
doubled its profit margin without any
problems at all Rob how I mean I know
guy is a big big lego friend but
licensing is a huge part of it isn't it
I they've done really well on the
license licensing is a big part you know
about 10 years ago they had really they
got distracted they were doing all sorts
of different things they tried all sorts
of diversifications that didn't work and
the family realized something was going
wrong sales were dropping so they
brought in a professional management
team who really kind of focused on the
culture of the company started asking
the questions you know what should we be
doing what is Lego and that led to
exactly what you said a lot of licensing
deals that were able to exploit the Lego
brand as it was to where they are today
across all ages right yeah across all
ages they've also expect you know
they're having great success with the
Lego Star Wars line which is a big one
and LEGO Friends which was you know it's
been mostly a boy's toy but LEGO Friends
is the internet it's amazing that this
works any way that it does I don't know
what a Bionicle is and why is it more
popular than Barbie I don't know that I
listen maybe they're equally popular but
you know boys need something to play
with as well boys are not gonna have fun
putting dresses on dolls or bathing
suits into girls but they're gonna have
to Bionicles fighting it you know in
that I think these things hit machines
that you build but yeah so it's kind of
a bit like Meccano that I used to
they're like and that's the key part
that's a key part of this is the
construction segment of the toy business
is very very popular right now I guess
it competes with the gaming the video
game segment kids want to actually put
their hands on something and build
things so that's really working to Legos
advantage