Lego 'working hard' to meet demand for Friends toy line

UK MD Drew Brazer admits keeping up with demand for girl-friendly range has become a "high-class problem"
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Lego Friends is such a hit new IP that the toy giant is struggling to supply the market with enough units.

The company revealed to ToyNews that the girl-focused Lego range sold around twice as much than it anticipated when it went on sale.

“It’s the first time in some time we’ve come out with a property that would appeal to girls and I think it’s been amazingly successful,” said Lego’s UK MD Drew Brazer.
“It’s exceeded all of our expectations. We launched it on Boxing Day last year and right now it’s hard for us to keep up with the demand, which is a high-class problem.

“I think when it first came out it sold as much as Barbie in the first few months. Now it’s bigger than Sylvanian Families and other established franchises.

“We don’t know how high up it is, because we can’t produce enough to satisfy the demand we’re seeing. But we’re working hard to address that.”

However, Brazer was keen to stress that over-supplying is not the answer.

“I think it’s a challenge for any toy company to figure out what will really resonate with kids. And we don’t always get it right,” he added. “We always try to satisfy demand but you don’t want to saturate the marketplace. I don’t think that’s a good recipe for long-term success. 

“With Friends I think we took a bullish stance initially. We thought it’d be successful – it’s just been way more so than we could’ve anticipated. 

“It will be with us for years and decades to come.”

Lego: 01753 495000

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