Lego lays building blocks for Asian dominance

Copenhagen

LEGO is making global domination look like child's play, as the world's biggest toymaker puts the building blocks in place to lead rivals in Asia and buck an industry-wide revenue dip.

The Danish toys juggernaut overtook Mattel in the first half of the year. That was partly thanks to the runaway success of The Lego Movie, which sent children scrambling for the coloured bricks, and partly because parents fell out of love with Mattel's Barbie, seen by some as promoting an unhealthy body image and outdated gender roles.