It’s selling out worldwide, apparently faster than LEGO can produce it and now they face the a problem most companies could only dream of – keeping up with production.
Although running at full speed, Lego factories may not be able to keep up with the demand from toy stores around Europe.
Lego’s sales grew by 18% in the first half of this year to DKK 14bn ($2.1bn), and has become the largest toymaker by sales.
Difficulties in accurately forecasting demand have meant that the company has been taken by surprise, and some orders may not be filled out on time.
Roar Trangbaek, a spokesperson from Lego, commented: “It is really extraordinary and it has exceeded both ours and our customers’ forecasts.”
The company already has factories in Denmark, Hungary, Czech Republic and Mexico and is currently building a factory in Jiaxing in China, which is expected to be running by 2017.