31 August 2012 09:55
Danish toy maker Lego said today that first-half profits leapt 35%, fuelled by a new series it created specifically for girls which proved popular despite being criticised for fuelling gender stereotypes.
Net profit rose to 2 billion kroner (£212.5 million), from 1.48 billion kroner (£157.3 million) in the same period last year.
The family-owned company said sales rose 24% to 9.1 billion kroner (£967 million).
The company, based in western Denmark, sold twice as many Lego Friends sets as expected during the first six months of the year. However, when it was launched earlier this year, it was met with petitions demanding to put an end to the sexualisation of women and girls in the media.
Talking about the new series, chief executive Joergen Vig Knudstorp said today that "sales have been quite astonishing".