Lego builds business with branded furniture

Through a deal with Finland-based Incap Furniture, building block giant Lego is moving its iconic brand into the room décor market with a furniture line that offers all the play value consumers have come to expect from it. And with sales of kids home furnishings experiencing steady growth (the category brought in US$10.2 billion last year in the US, improving on its '05 take by 5%, according to home furnishings trade pub Kids Today), it's a good time for Lego to start playing in the space.
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September 1, 2007

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