It wasn’t so long ago that iconic block maker Lego seemed on its way to going out of business.
Fighting against the surging videogame market, the Danish toymaker started to experience declining revenues and bleak prospects at the end of the 90s. However, it has since managed to orchestrate a dramatic turnaround.
Starting with Star Wars, Lego has licensed many a pop culture property to great effect. From the Lord of the Rings to Pirates of the Caribbean, block-like versions of Gandalf, Jack Sparrow and many others have invaded the bedrooms of children all over the world. According to a recent Wired infographic, it would cost $14,762 to purchase every Star Wars related set that Lego has released.
Moreover, the company’s foray into videogames has been equally successful; many of its games have sold well.
However, following the success of the Lego movie it appears that we’ve now reached peak Lego popularity, as demand for the toy bricks appears to have outstripped supply.
According to a new Toronto Star article, the city’s independent toy retailers are being told that they won’t be sent new stock until the start of 2015, putting many of them in a bind ahead of this year’s holiday season.
Katie Mackinnon, co-owner of Danforth Ave. children’s store Treasure Island Toys, told the Star, “It’s the worst time this can happen. “We love Lego and it is a big draw to our store. There is nothing we can replace it with because if someone wants Lego, they want Lego and nothing else.”
It’s a perplexing situation, especially given that the company in question is the world’s biggest toy maker—it took that crown from Barbie-maker Mattel earlier this year.
Some toy retailers have taken to stocking competing brands in an attempt to cope with the shortage. How effective that measure will be is questionable; no toy brand garners as much loyalty from children and their parents as Lego does.
Parents, if you kid wants Lego this holiday season, perhaps you should go gift shopping this weekend.
Image via Flickr user Andrew Becraft.
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Igor Bonifacic is the managing editor of Toronto Standard. Follow him on Twitter.
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