LEGO CHIMA at CIFF KIDS
Kabooki A/S has the license to produce clothing under the name of LEGO and is a new exhibitor at CIFF KIDS, where the company will launch the new LEGO CHIMA line.
In 2012, Kabooki A/S sold off the tween brand GRUNT in order to focus on the development opportunities that lie in working with the LEGO brand. Since then, LEGO Wear has strengthened its design and brand efforts and buyers at CIFF KIDS will notice how well the LEGO Wear reflects the LEGO universe.
In a large survey carried out by Reputation Institute, the reputation of the LEGO brand was ranked fifth highest in the world. Generally, we are focusing our efforts on combining the well-known LEGO brand with fashionable and child-friendly design – and that is one of the reasons behind the 22 % per cent increase in the turnover in 2012. The increased sales stem from new markets such as Japan and Malaysia, says Kasper Eis, who has been leading the company since January 2012.
We are doing very well on the home market in Denmark, but LEGO Wear is yet to realize the full potential of neighbouring markets such as Norway, Sweden and Germany. That is why we exhibit at CIFF KIDS, where we will launch the boys theme LEGO CHIMA. We expect it to outgrow the success of LEGO NINJAGO. Popular lines such as LEGO Friends and LEGO TEC remain in our collections, says CEO Kasper Eis.
LEGO is for boys and girls, ages 0-12, with special focus on children beyond the baby stage. Kabooki A/S exhibits on stand no. H-043.