Lego the Danish brick builder has had a massive year so far helped by the recent box office smash of the The Lego Movie – The result is a massive increase in toy merchandise sales to both a new younger generation and to the big kids who may interact and opt for a grown up kit of the cult Lego bricks.

Lego announced this week that sales for the first six months of 2014 jumped 11% to just over $2 billion which allowed Lego to overtake Mattel who own the cult cash cow of ‘Barbie’

The Lego Movie took a massive $470 million at the global box office and this is with Lego sales tripling over the last six years as they explore new markets in the east and an increase of character specific ranges.

Sales in the traditional markets of Americas and the Europe increased by double digits but the inroads to the Chinese market is paying off with sales increasing by 50% on just a year ago, backed by Lego opening a new office and factory in China.

Perhaps flattering the very impressive sales of Lego, is the current down trend of Mattel as it struggles to juggle its brands of Hot Wheels, Fisher Price and due to its recent big spend in buying Lego competitor Mega Bloks for a reported $460 including debt.

As we look to the busy shopping season there is plenty of time for Mattel to catchup and Lego sales should recede a little as the movie and new press subsides.