Progress Report 2012 - Lego

23,405 million, and profit before tax amounted to
DKK 7,522 million in 2012.
LEGO ® market position
Today, the LEGO Group has a global market share
of 8.6% which is an increase of 1.5 point compared
to last year. We regard growth as the result of our
constant focus on quality consumer experiences
and a way to inform us of how well we live up to
our values. We want consumers to have a play
experience which delivers satisfaction beyond
what they had expected whenever and wherever
they interact with the LEGO Group or one of our
products. We plan to continue the strategy of striving
to be the best and not necessarily the biggest toy
manufacturer. Read more about our 2012 financial
performance in the LEGO Group Annual Report.
The LEGO Group in the world
• Our Headquarters: Billund, Denmark
• Concept and product development: Denmark,
Germany, China and the USA
• Own production: Denmark, Czech Republic,
Hungary and Mexico
• A small part of production is sourced from external
suppliers, mainly Asian
• No. of employees at 31.12.2012: 12,264
Financial Highlights
The LEGO Group
(mDKK) 2012 2011 2010
Revenue 23,405 18,731 16,014
Expenses (15,453) (13,065) (10,899)
Operating profit 7,952 5,666 4,973
Financial income
and expenses
Profit before
income tax
(430) (124) (84)
7,522 5,542 4,889
Net profit for the year 5,613 4,160 3,718
The above financial indicators are taken from the LEGO Group’s Annual
Report. The complete Annual Report can be found at www.lego.com
10 The LEGO Group Progress Report 2012 Introducing the LEGO Group
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