LEGO Shares Annual Results

[Hapori Tohu]

After the live event this morning where LEGO shared its 2015 annual results, they have revealed a new page on their website summarizing them. If you go through it you can find lists of the best-selling themes and sets, information about the company's dedication to inspiring children, and of course things like their net profit. There's a lot to take in, so go and start giving it a look!

 

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[FrozenPancake_]

I'm a bit disappointed.

 

BIONICLE was not one of the five best-selling themes.

 

It seems more and more likely that it's gonna get cancelled in 2017. 

[Toatapio Nuva]

I'm a bit disappointed.

 

BIONICLE was not one of the five best-selling themes.

 

It seems more and more likely that it's gonna get cancelled in 2017. 

 

It's not surprising that Bionicle is not in the top 5, since marketing for it has been minimal, to say the least. From the start it was clear that LEGO wasn't pushing G2 to be their #1 theme, unlike G1 back in 2001, when Bionicle was all over the place. That still doesn't mean it's not successful though, and we can't make any conclusions on whether it'll continue past 2017 or not.

[masterchirox580]

 

I'm a bit disappointed.

 

BIONICLE was not one of the five best-selling themes.

 

It seems more and more likely that it's gonna get cancelled in 2017. 

 

It's not surprising that Bionicle is not in the top 5, since marketing for it has been minimal, to say the least. From the start it was clear that LEGO wasn't pushing G2 to be their #1 theme, unlike G1 back in 2001, when Bionicle was all over the place. That still doesn't mean it's not successful though, and we can't make any conclusions on whether it'll continue past 2017 or not.

 

Although it does mean we can safely say that it won't last as long as G1. I believe G2 will last 5 years personally. 

[Lyichir]

I'm a bit disappointed.

 

BIONICLE was not one of the five best-selling themes.

 

It seems more and more likely that it's gonna get cancelled in 2017. 

BIONICLE hasn't been one of the five best-selling themes in a long time. That's hardly cause for doom and gloom predictions—Lego just has many, many more successful themes now than they did in Bionicle's heyday. Ninjago and Friends in particular have been monumental success stories. Star Wars also had an exceptionally good year, bolstered by the first new Star Wars movie since 2005. And City and Duplo are, well, City and Duplo—two of the biggest gateway themes to Lego in general and perennial successes.

 

Look at it this way—Hero Factory was NEVER one of Lego's five best-selling themes and it lasted FIVE YEARS. A theme doesn't have to outperform all the others to justify its own existence.

[Aanchir]

Remember also: back when Bionicle was one of the LEGO Group's top themes, it was in part because so many of the LEGO Group's other themes were failing. Back then, Duplo had been absorbed by the much weaker Explore brand, System themes were heavily simplified in hopes of appealing to kids with short attention spans, and licensed themes struggled to keep their sales up in non-movie years. It's not outside the realm of reason to think that even if Bionicle did every bit as well in 2015 as it did back in the day, it might not have had a decisive sales advantage over the present state of the Star Wars, City, Friends, Ninjago, and Duplo themes. I don't know if Bionicle will ever again reach the level of success it did back in 2001–2004, or what it would need to do to make that happen. But I doubt it will ever be the kind of essential lifeline it was for the LEGO Group back then. Not when they are doing so well with so many of their other brands.

 

Anyway, the success of City and Star Wars is never surprising, but it's good to see that Friends and Ninjago continue to perform well. It's interesting that Elsa's Sparkling Ice Castle was the top-selling set even though the Disney Princess theme was not one of the five top themes. Perhaps LEGO should take some cues from the success of the Frozen sets and try to make the Disney Princess theme more well-rounded. The Frozen sets typically have a good balance of magic, adventure, and humor, whereas other Disney Princess sets sometimes focus rather myopically on luxury and romance. It also makes me wonder if LEGO might try to have sets capitalizing on this year's movie Moana sooner after its release, instead of waiting a whole year after its release before releasing any sets.

[Xboxtravis]

 

 

I'm a bit disappointed.

 

BIONICLE was not one of the five best-selling themes.

 

It seems more and more likely that it's gonna get cancelled in 2017.

It's not surprising that Bionicle is not in the top 5, since marketing for it has been minimal, to say the least. From the start it was clear that LEGO wasn't pushing G2 to be their #1 theme, unlike G1 back in 2001, when Bionicle was all over the place. That still doesn't mean it's not successful though, and we can't make any conclusions on whether it'll continue past 2017 or not.

Agreed!

 

Also what harm happens if it is canceled soon? We have had a great encore act; and the last few years have proven Bionicle is close to Lego's thoughts.

[Toa Smoke Monster]

There is a lot of interesting info here. I'm not surprised that Star Wars or Ninjago were among Lego's selling themes. I wish Bionicle was one of them too, but I still think it did well last year regardless.