New girls' sets boost Lego profits

LegoDanish toy maker Lego said that a new series it created specifically for girls has proved popular despite being criticised for fuelling gender stereotypes - and has made first-half profits jump 35%.

Net profit rose to two billion kroner (£212.5 million), from 1.48 billion kroner (£157.3 million) in the same period last year.%VIRTUAL-SkimlinksPromo%
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.

Chief executive Joergen Vig Knudstorp said that "sales (of the new sets) have been quite astonishing".

When Lego Friends 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.

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