(Bloomberg) -- Founded in an age long before smartphones and computers, Lego is showing the digital world a thing or two when it comes to selling toys. By adding building sets based on themes such as Star Wars, the Danish maker of colored blocks has led a renaissance in U.K. toy sales, which researcher NPD Group estimates will hit a record 3.3 billion pounds ($4.3 billion) in 2016. Since 2010, sales of building sets have increased 121 percent, nearly six times faster than the rest of the British toy market, according to NPD.
To contact the reporter on this story: Paul Jarvis in London at pjarvis@bloomberg.net.
To contact the editors responsible for this story: Matthew Boyle at mboyle20@bloomberg.net, Paul Jarvis
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