Toy brickmaker Lego has reported a 23% jump in sales for the first half of 2015, thus reclaiming the world number one toymaker spot from America’s Mattel.<br /><br /> The Dane’s profit margin beats its competitors hands down, too. Operating profit improved by a healthy 27% , whereas Mattel lost 5%, while Hasbro managed a 0.2% increase.<br /><br /> Profits were 621 million euros, earned from around the world as the company improved its global reach.<br /><br /> Only a decade ago Lego was flirting with collapse as it failed to find a response to the digital toy and game invasion. Tie-ups with popular Hollywood franchises turned things around.
