The Chinese market also provided a boost, with revenue growing double digits, said Chief Financial Officer Marjorie Lau. Lego announced a digital partnership with internet giant Tencent in January, to include video, branded games and a social network.
Last year was a gloomy one for the company, with the results representing the first fall in revenue since 2004. It also cut 1,400 jobs in September, with Chairman Jorgen Vig Knudstorp saying the organization of the company had become too complicated.
Lego had a tough ride around the time of the Millennium. In 1998, the toymaker faced its first deficit in its history. The following year, it decided to cut 1,000 jobs and by 2003, net sales fell by 26 percent, play material sales slipped 29 percent and as a result, pre-tax loss on earnings came in at 1.4 billion Danish crowns. In 2004, and with a new CEO on board, the company went back to a focus on its core product — bricks —and saw sales grow again.
In 2018, the business will focus on growth, Christiansen said Tuesday, and it will continue to invest in China as well as the Middle East and north Africa, with a new office in Dubai later in 2018. It is also set to make some bricks from sugar cane-based plastic and aims to make all its bricks from sustainable material from 2030.
Alexandra Gibbs contributed to this report.
