LEGO Pins Hopes On New Elves Theme

LEGO Elves

LEGO is hoping its newly released theme, LEGO Elves, will provide the firm with additional momentum to capture an increasing share of the toy market. Targeted at the female market, the LEGO Elves theme is meant to complement the Princess and Friends line that have proven to be extremely lucrative for the Danish construction toy juggernaut. As LEGO strengthens its grip over the construction toy space, of which it already holds 70%, it comes closer to becoming the biggest toy company by revenue, a title currently held by Mattel. But LEGO already has all of its rivals beat in one regard: it has the highest market capitalization of any toy company.

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