Lego has seen itself elevated to the position of largest toy company in the UK market, according to NPD figures for February (YTD).
Lego UK grew 28 per cent in the first two months of 2011 - against a market which grew seven per cent overall. This gave the company a market share of 8.5 per cent YTD, bolstered further by a record 9.3 per cent share in February.
"As a company we continually strive not to be the biggest, but to be the best in the market," said David Buxbaum, marketing director at Lego UK. "This is only achieveable through the hard work of the tremendous team of people we have here in the UK and Ireland, and the great relationship snd support of our trade customers.
"We have a strong range for 2011 and on into 2012 and we believe this will provide us with continued growth going forward.
"The fact that both Hasbro and Mattel also showed significant growth over this period is an encouraging reflection that the UK toy industry is booming."