The pre-school brand grew 53 per cent in 2010 compared to 2009, according to Lego. New launches in 2010 included Farm and Construction as part of its Legoville range as well as licensed products, including Toy Story.
The second half of 2010 saw a heavyweight fully-integrated marketing campaign to drive sales in the run up to Christmas.
The theme of the campaign - 'Just the start they need' - worked to reinforce the range as fun, creative and educational, seeking to recruit new families via TV, outdoor, PR, social media and on-line advertising. The campaign included the launch of the company’s first official Facebook page.
The brand kicks off 2011 with a new strapline, 'So many ways to play', driving awareness of the versatility of the products as a pre-school toy.
January saw the launch of several new Duplo sets including three new police sets.
March will see the launch of a new line of building toys based on Winnie the Pooh, to coincide with the premiere of the new Disney movie. This will be closely followed in June by a new Cars 2 range adding to its existing portfolio of Disney Cars products as the sequel hits cinemas nationwide.
Lego brand manager, Claire Dorrington, said: "We had a fantastic 2010, with the excellent results for the Lego Duplo brand exceeding targets and showing that our investment in marketing has really paid off. We’re very excited about the year ahead including our new launches and continued partnership with Disney. With a good end to 2010 and a strong base to build upon for 2011 we will continue to grow the brand throughout the year ahead."