User blog comment:Rosso22/What I think about LEGO./@comment-4052371-20130129174053

Apparently their strategy is working. Back before Star Wars was introduced, LEGO was making money one year, then losing it the next year. In 2000, LEGO lost about 1 billion Danish krone (Danish currency, worth about 5.5 per dollar now). In 2011, they made almost 4 billion krone.

But ever since at least 2007, it's just been constantly going up. I think that LEGO has all sort of different themes that appeal to different audiences, so you may only like a few of them compared to the rest.