Lego, the Danish company famous for its popular coloured toy blocks, says sales have continued to grow in the first half of 2016, thanks in particular to strong demand in Europe and Asia, while the Americas were flat.

The privately-held group says net profit was 3.5 billion Danish kroner ($A689 million), the same as the equivalent period last year.

Lego says revenue increased by 10 per cent, adding sales growth was driven by lines like Lego City and Lego Ninjago.

CEO Joergen Vig Knudstorp said the double-digit growth “through more than a decade is a testament to the never ending possibilities that children find in LEGO play.”

The western Denmark-based number group has more than 18,000 employees around the world. Lego doesn’t release quarterly figures.

AP