November 29, 2011 09:31 ET

Celebrity Endorsements and Film Partnerships Make 2011 the Year of Lego for Toy Users at

The Danish Toy Company has Enjoyed Renewed Popularity in British Markets-and has Picked Up Huge End-Of-Year Buzz on the User-Generated Comparison Site

LONDON, UNITED KINGDOM--(Marketwire - Nov. 29, 2011) - Customer opinions on indicate that, following renewed success in 2010, 2011 looks set to mark another strong year for Lego products.

The Danish toy manufacturers, whose name comes from leg godt (meaning play well), had been faced with the possibility of being seen as a 'retro' toy that may lose its enduring popularity with children and adults alike.

However this year has seen a continued upsurge in positive reviews from customers on reviews website And this is reflected in the business success of Lego.

The brand has enjoyed a significant boost in market shares over the last year, and whilst consolidating on growth in traditional North American and European markets, it has also looked to open up new markets in places such as India.

Lego's retail sales grew by 48% in 2010, boosted by a partnership with Harry Potter which saw new games and landscapes come to life for characters from the books and films.

But the real story is in its relationship with its customers. Positive reviews from Christmas 2010 and throughout 2011 for some of Lego's classic ranges - Lego Duplo, Lego City and Lego Star Wars - have been the real core to the brand's success.

Cheap, stocking-filler items such as the Star Wars Yoda Keyring have received consistent 5-star reviews from users, who assess items on personal criteria, usability, value for money and looks.

As a final icing on the cake of customers' love affair with Lego is surely the celebrity endorsements it has also garnered.

These come not simply from fictional characters like Harry Potter and Darth Vader, but recommendations from high profile names like David Beckham, who last year revealed an obsessions with Lego's Taj Mahal building set.

About is the social shopping website with a strong community that provides information regarding the online shopping experience, including reviews on products and shops, product details, prices and shop details to all online users. dooyoo's dynamic Internet platform helps consumers make informed purchasing decisions as a result of dooyoo members' collaborative commitment and involvement. The mixture of services - advice, bargain hunting and professional reviews - offers maximum comfort to everyone shopping online. The exchange of shopping tips and product reviews is the platform's special value. The dooyooCommunity's collective intelligence creates up-to-date independent product evaluations of more than 1.5 million products.

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