Pop Peppa in your portfolio

The toys market has gone from strength to strength. Alex Williams tips one share as a way to buy into the lucrative sector.

Lego has been one of the best business stories of the last ten years. In 2004 it was losing $1m a day and lender Morgan Stanley moved in to sell the business. But in the decade since, Lego has turned itself into the fastest-growing toy maker on the planet. It sells ten Lego sets a second and more than 105,000 Lego bricks are made every minute.

Technically, it is one of the world's largest tyre-makers (all those tiny tyres for Lego vehicles). In short, it's been "one of the turnarounds of the century", says David Tweed on Bloomberg. Its profit margins are "eye-watering" at 24%, trouncing its rivals. Unfortunately for investors, Lego is family-owned. So what other options are there?

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