Is lego owned by mattel. Mar 7, 2023 · Lego sales and net profit have both .

Is lego owned by mattel Weiser explained that Mattel is the second-largest toy company in the world after privately-owned Lego and is also the master toy licensee for: Walt Disney Co's (NYSE: DIS ) Pixar properties Celebrate Pokémon Day with the MEGA Showcase Ash & Pikachu: Path to Victory Set. Introducing the all-new Tesla Cybertruck – by MEGA. OTTs and kids’ toys manufacturers are aligned in their goals to 1) create characters with whom children resonate, 2) increase children’s engagement Sep 2, 2015 · This gain has helped Lego surpass both Mattel Inc (MAT), maker of Barbie and Hot Wheels, and Hasbro Inc (HAS), who makes Transformers and G. com The LEGO Group is owned by KIRKBI A/S (75%) and the LEGO Foundation (25%) KIRKBI A/S The activities within the KIRKBI Group are divided into strategic and investment activities. These alternatives provide a link to the broader toy and entertainment market, where similar dynamics of innovation and brand strength play an Jun 18, 2023 · Mattel-owned toy company Mega Brands features a catalog of highly satisfying brick-building sets and timeless pop culture themes under its best-selling sub-categories, Mega Bloks and Mega Construx. #### About Mattel Mattel is a leading global toy company and owner of one of the strongest catalogs of children’s and family entertainment franchises in the world. I. Mattel is also the current license owner of Thomas and Friends. Choosing FSC-certified products – whether furniture, building materials, paper, rubber, or textiles – helps protect forests, wildlife, clean water and supports the Indigenous Peoples, forest workers and communities who depend on them. Jun 1, 2023 · Mega Construx is a brand owned by Mattel, specializing in building blocks that are similar to Lego®. Sep 27, 2023 · Since its introduction in 1969, Lego® Duplo has established itself as the quality standard for young children's toys. for $460 million, acquiring the biggest challenger to Lego A/S in the construction-toy market. It offers construction sets similar to Lego, targeting a similar demographic; K’NEX: K’NEX is a building toy company known for its unique rod-and-connector system. LEGO history timeline overview LEGO history deep dive 27,000+ people in 40+ countries Sep 4, 2014 · Barbie’s getting slammed by a ton of bricks — Lego bricks. (NASDAQ: MAT) One of the longest-running toy-making companies in the U. COBRA H. Check out our innovative BYGGLEK range at IKEA stores and say yes to play! The IKEA trademarks are registered and owned by Inter IKEA Systems B. Feb 5, 2024 · Mega Bloks: Mega Bloks is a brand owned by Mattel and a direct competitor to Lego. is an American multinational toy manufacturing company founded in 1945 with its headquarters in Ei Sugundo California. , the largest toy manufacturer in the world, is an American toy and game creator and manufacturer known for such iconic toy brands as Barbie dolls, American Girl dolls, and Hot Wheels and Matchbox die-cast toy cars, as well as board and card games including UNO and Skip-Bo. Mattel was founded in 1945 by Harold “Matt” Matson and Elliot Handler, who started making picture frames out of their garage. Discovery Global Consumer Products can be found here. “Yo, Joe!” Relive epic rivalries and create exciting new adventures with our MEGA G. Ole Kirk Kristiansen also produces ladders, ironing boards, Christmas tree stands and other articles for everyday use. com Pre-Owned · Mattel. Was: $100. The company is still owned by the Kirk Kristiansen family who founded it in 1932. Lego is a family-owned business and does not need external financing. Secondhand LEGO sets are a great way to find a deal on current and collectible LEGO toys. The name ‘LEGO’ is an abbreviation of the two Danish words “leg godt”, meaning “play well”. Mattel saw their own sales slip to $1. Opens in a new window or May 13, 2024 · It became a wholly owned subsidiary of Mattel as of April 20, 2014. Feb 28, 2014 · Lego is a cash rich privately owned global behemoth. (/ ˈ h æ z b r oʊ /; a syllabic abbreviation of its original name, Hassenfeld Brothers) is an American multinational toy manufacturing and entertainment holding company founded on December 6, 1923 by Henry, Hillel and Herman Hassenfeld and is incorporated and headquartered in Pawtucket, Rhode Island. Pre-Owned · LEGO. in the Toys industry, the conjectures ive seen is that Lego is 25% marketshare, Hasbro + Mattel are 40% marketshare. On the whole, the competitive strength assessment of LEGO shows that the company’s position in the market is better than that of Mattel and Hasbro. Mega Construx AKA Mega Bloks (I will refer to it simply as "Mega" from now on) is a brand of automatic binding bricks that are suspiciously similar in shape and measurements to LEGO. LEGO Group, renowned for its iconic building blocks, is another formidable competitor of Mattel. Oct 17, 2024 · Toy companies including Mattel, the Lego Group, Hasbro and MGA Entertainment have taken note of the rise of these customers known in the industry as “kidults” and increasingly are making toys Mar 12, 2024 · (**) Branded stores cover LEGO Brand Retail stores that are owned and operated by the LEGO Group (195 stores) as well as LEGO Certified Retail and LEGO Travel Retail stores that are owned and operated by partners (836 stores). LEGO Group. It is the world’s second largest toy maker in terms revenue, after The LEGO Group. They purchased HIT Entertainment from Apax Partners for $680 million in 24 October 2011. K’Nex, now owned by Basic Fun, offers a unique take on construction toys by emphasizing the use of rods and connectors. It features 1,576 pieces and includes our first-ever buildable Trainer. E-commerce & mobile retail Toys, games Pre-Owned. It’s our name and it’s our ideal. Mega Bloks, a subsidiary of Mattel, is on the market as a lower-priced alternative whose bricks are larger and not compatible with Lego Duplo. Founded in 1932 by Ole Kirk Kristiansen, and based on the iconic LEGO brick, it is one of the world's leading manufacturers of play materials. Halo sets were made by a competitor, Mega Bloks which is owned by Mattel. LEGO Bulk Lot Of Minifigure Head Hat Helmet Wig Hair Torso, Leg Random Legs Hats. 45 Jun 11, 2023 · History of Mattel. Sep 17, 2021 · Who are Mattel Mattel are an American toy manufacturing company that was founded in a garage in 1945 and up until recently, were the largest toy marker in the world (damn you Lego). Conclusion. 13 billion Feb 28, 2014 · While Mattel's sales were nearly flat in 2013, Lego experienced double digit growth. 4bn and net profits of $400mn while Hasbro had sales of $5. [ 1 ] As of October 2024, Disney is organized into three main segments: Disney Entertainment which includes the company's film and TV assets as well as streaming; ESPN (including ESPN+ ); and Disney Experiences . This collector’s building set replicates the instantly iconic exoskeleton design without compromise, capturing its sleek lines and sharp angles. Rankings. ” Jul 15, 2020 · The Franchise Battle of Lego, Mattel, Hasbro & SpinMaster in the Streaming Wars The OTTs and children's toys manufacturers have become necessary allies in the battle for children's attention. Our designers captured every awesome aesthetic and even added a few MOTU easter eggs. 9bn to Mattel’s ($390m) and Hasbro’s ($200m) – and the company’s CEO Niels B. 00. LEGO® fans are disappointed that Mattel owns the license to produce Pokémon sets, the likelihood is that LEGO® will never take the license away from Mattel too, but don’t let this discourage your dreams of owning a LEGO® Pokémon set, remember, there are still a lot of LEGO® Pokémon MOCs available! Dec 2, 2024 · The top Lego competitors are Mattel, Hasbro, Bandai Namco, Brinquedos Estrela and Fisher Price. Feb 8, 2024 · Mega Bloks: Mega Bloks is a brand owned by Mattel and a direct competitor to Lego. Mattel, Lego and others find ‘kidults’ bring in big business. Inspired by the original ’80s designs, the two fully buildable vehicles feature authentic details and real moving parts. The first brick we made over 60 years ago is as culturally relevant today as it always was (and still fits too!). 9bn and net earnings of just $200mn. 17, 2024. building block toys building block toys come in many sets that inspire creativit Sensory sets enable toddlers to develop their visual and auditory skills while having fun. $31. Jul 25, 2023 · Mattel wi. Lego Duplo bricks are generally considered to be of higher quality. And there is a fairly easy solution to that for Lego. 5 billion in 2021 and continues Apr 19, 2017 · Retail · Mattel. Eventually, they shifted their focus to creating toys, and the rest is history. Lego Star Wars: One of the most popular franchises in the world, Star Wars has its fair share of Lego products Oct 10, 2023 · LEGO Group is a family-owned company based in Billund, Denmark. Founded in 1932 by Ole Kirk Kristiansen, and based on the iconic LEGO® brick, it is one of the world's leading manufacturers of play materials. It is the world's second largest toy maker in terms of revenue, after The Lego Group. 9 billion Learn more about Mattel and our brand portfolio, our citizenship efforts, recent news, careers and more. 100 Best Companies; Fortune 500; Global 500; Fortune 500 Europe; Most Powerful Women; Sep 2, 2015 · On Wednesday, the privately-owned Danish company announced a stellar profit in the first half of 2015, which increased 30% from the year ago period on sales that rose 22%, sitting at $2. , the Americas division of the family-owned and privately-held The LEGO Group, a toy company based in Denmark. Today, Lego is a profitable [1] brand offering construction kits and related products and services, including Lego board games, retail stores, video games, films, theme parks, and consultation services. The Kristiansen family owns 75% of the stock, and the Lego charitable foundation owns 25%. Disney. is paying $460 million to buy Canadian construction toy company Mega Brands Inc. building set. Oct 17, 2024 · Investors cannot purchase shares in Lego, the fourth most popular toy brand of all time. LEGO is 75 percent owned by KIRKBI A/S and 25 percent by the Lego Foundation The LEGO Group, Mattel, Pokemon, and Warner Bros in particular were big winners in NPD Group’s Global Industry Performance Awards. Oct 24, 2011 · Mattel inc. , Takara Tomy, and Ravensburger. The company was founded in the year 1932 in the USA and has its headquarters in Enfield, Connecticut. Prior to the purchase, Mega and Mattel were partners in adding Mattel brands to Mega "Worlds" plus a line for Mattel's American Girl that competes with Lego's Friends line. Funko Pop. Weird name, right? Well, ‘Mattel’ is a combination of the names of Harold "Matt" Matson and Elliot Handler - two of the company's founders. These construction toys allow children and collectors alike to build a variety of models from kits or create their own designs. 9bn was well above Mattel’s $390mn and Hasbro’s $200mn, both of whom were below their 2006 levels — although Mattel could receive a boost this year from the Barbie LEGO's biggest competitors in the construction toy market include Mega Bloks (owned by Mattel) and K'NEX. If you were wondering how Hasbro and many, many other companies such as Mega Brands Inc. [2] Lego has had a significant impact on various areas of popular culture. LEGO Systems, Inc. Lego Minecraft Weapons & Armor (FREE SHIPPING ON ORDERS $20+) Pre-Owned · LEGO. Joe. Other Mega Bloks sets for youngsters include easy-to-grasp oversized blocks that are ready for stacking, sorting, and creatin Jul 30, 2021 · Still, the presence of customer support call centres and return capabilities make LEGO, Mattel and Hasbro are equally high-performing in this category. Construction's appeal in a digital age seems counterintuitive, but McGowan notes that the hottest toys in 2013 Get the best deals on mcdonalds happy meal box when you shop the largest online selection at eBay. Jan 7, 2025 · Lego remains a private company that is unlikely to IPO anytime soon. Oct. The LEGO Group was founded in 1932 by Ole Kirk Kristiansen. Oct 17, 2024 · Toy companies including Mattel, the Lego Group, Hasbro and MGA Entertainment have taken note of the rise of these customers known in the industry as "kidults" and increasingly are making toys with Oct 16, 2023 · Lego’s net profit of $1. Much like Lego, Mega Brands’ brick-building creations cater to all ages, making imaginative, high-quality sets for toddlers, teens, and long-time The IKEA and LEGO® brands linked up to make the household a more fun and functional place, enable more play and encourage parents and children to play together. Investors can explore alternative options in the toy industry, like Disney, Hasbro, and Mattel. The brand often focuses on detail and complexity, appealing to older children and adult collectors. In the first half of 2015, The Lego Group became the world's largest toy company by revenue, with sales amounting to US$ 2. 00 shipping. In 1931, Herman Fisher, Irving Price & Helen Schelle set out to change the toy industry by creating playthings that inspire a child’s development but are also fun. Is Lego owned by Mattel? In the first half of 2015, The Lego Group became the world’s largest toy company by revenue, with sales amounting to US$2. Article continues below advertisement. [11] [12] Two of its historic and most valuable brands, Barbie and Hot Wheels, were respectively named the top global toy property and the top-selling global toy of the year for 2020 [13] and 2021 [14] by The NPD Group, a global information research company. $4. Denmark’s privately owned Lego A/S has edged out Mattel, maker of the Barbie doll, as the largest toy company in the world, based Jun 15, 2017 · Mattel Inc expects to grow three to four times in the more than $31 billion toys and games market in China by 2020 through digitally connected toys, as it intensifies its efforts to take on LEGO Group and Hasbro Inc in the country. We are the masters of reinvention. [8][9] Mattel, Inc. Get the best deals on lego penguin when you shop the largest online selection at eBay. Dec 17, 2024 · 10302 Optimus Prime (); 10338 Bumblebee (); Notes. But the brick now dwarfs both of those rivals in revenues – compare the LEGO Group’s net profits last year of $1. V. 6 days ago · Mattel, Inc. 2 billion. How Mattel Is Challenging Lego’s Building Brick Dominance. Billund – June 20th, 2023 – Gameloft for brands, a leader in the creation of gamified experiences, in collaboration with the LEGO Group announce the launch of LEGO® Friends ‘Heartlake Friendship Zone’, a fun, interactive and immersive environment available for free on mobile and desktop. com. The LEGO Group is a privately held, family-owned company with headquarters in Billund, Denmark, and main offices in Enfield, USA, London, UK. $70. While not as widely recognized as Lego, K’NEX competes in the construction toy segment It became a wholly owned subsidiary of Mattel as of April 20, 2014. Dec 20, 2018 · Pre-Owned · Mattel. 9 billion in sales. Discover the management team The LEGO Group is owned by KIRKBI A/S (75%) and the LEGO Foundation (25%) Jan 2, 2025 · One of Lego’s most popular pieces of intellectual property lies in its movies and television shows. $12. 2006 DC Comics Lego May 11, 2015 · "Struggling a decade ago, LEGO now generates more EBITDA than Mattel and Hasbro combined (as of 2014)," Goldman Sachs analysts note. In fact, the Mattel brand is the second-largest toymaker in the world — only second to LEGO. , Shanghai, China, and Singapore. (formerly Mega Bloks Inc. Oct 16, 2023 · Historically, the LEGO Group’s closest competitors have been toy brands like Mattel and Hasbro. Mattel has a presence in 35 countries and territories; its products are sold in more than 150 countries. The LEGO Group is a privately held company based in Billund, Denmark. S. Mattel Renews Licensing Partnership with Warner Bros. 49. Senior Vice President, Europe North and Europe East (April 2000 – December 2003) Senior Vice President, Special Markets (1999 – 2000) Mar 16, 2023 · Lego dominates the toy aisle. Currently, the majority owner of LEGO is Kjeld Kirk Kristiansen, the grandson of the founder, who serves as the deputy chairman of the board. [6] This is a list of assets currently or formerly owned by The Walt Disney Company, unless otherwise indicated. and Ritvik Holdings) is a Canadian children's toy company that is currently a wholly owned subsidiary of Mattel. Christiansen says the brand has a new role model: Disney. BY John Kell. Images of several, recent products created in partnership between Mattel and Warner Bros. News. The company has since passed from generation to generation and is to this day still owned by the Kirk Kristiansen family. It offers construction sets similar to Lego, targeting a similar demographic; It offers construction sets similar MEGA™ Pokémon™ Motion Magikarp 1,574-piece building set featuring the Motion Brick: turn the crank to make Magikarp flop Mechanized, highly detailed buildable Magikarp with nameplate on the base Ideal for adult builders, this set pairs with other Motion sets (each sold separately) Officially licensed by The Pokémon Company International Mar 20, 2024 · The company has a global reach and enjoys a significant market share, posing a tough competition to Mattel. , the world’s largest toymaker, agreed to buy Mega Brands Inc. The Forest Stewardship Council (FSC) supports responsible forestry, which is a vital solution to combat climate change. They are owned by Mattel, which makes LEGO and Mattel a direct competitor. Oct 17, 2024 · Toy companies including Mattel, the Lego Group, Hasbro and MGA Entertainment have taken note of the rise of these customers known in the industry as "kidults" and increasingly are making toys with Answer to The Danish family-owned LEGO group is one of the Barney, America's favorite purple dinosaur, and his young friends share adventures featuring songs, dances and games that make learning fun. That domination is the subject of an excellent article by Wall Street Journal writer, Trefor Moss, entitled “How Lego Beat Barbie and Monopoly. is an Indian toy manufacturing company, founded in 1987 with headquarters in Chennai, Tamil Nadu. Additionally, in the broader toy market, companies like Hasbro and Mattel compete with LEGO for children's and collectors' spending. Mar 27, 2024 · Lego Traditionalists: If you grew up with Lego and cherish the classic click of bricks and the satisfaction of a well-built Lego model, then sticking with the brand makes perfect sense. Barbie and Lego, owned by Mattel and Lego Group respectively, dominate the toys and games category on Amazon and Walmart, boasting high Paid Share of Voice (PSOV). (***) In 2023, the LEGO Group purchased mass balance materials from suppliers who are ISCC PLUS or RSB certified. The company currently comprises three different business segments: Mattel North America, Mattel International, and Jan 17, 2017 · Mattel (who owns Mega Bloks) recently resurrected the Construx brand name (which used to be another type of construction toy owned by Fisher Price in the 1980s), and now all the brick-based sets are under the Mega Construx branding instead of Mega Bloks. ; margin-bottom:0;">Item ships within 24 to 48 hours after payment is received and ships first class mail. EBITDA is short for earnings before interest, tax, depreciation Feb 5, 2024 · For investors attracted to Lego's success but unable to invest directly in the company, alternatives include collecting valuable Lego sets or investing in related stocks such as Hasbro and Mattel. or Best Offer. Perfect for collectors and enthusiasts. Ratings come from the answers to questions like "What do you like best about the leadership team?" and "Do you feel comfortable giving your boss negative feedback?". This graphic illustrates LEGO’s revenue growth from 2003 to 2023, based on data compiled by Statista as of March 2024. From saving humanity to uncovering ancient secrets, it’s no wonder that everyone loves the game so much – even LEGO! The LEGO Group has never made any HALO sets. See full list on wisdomanswer. Mega Bloks, a line of construction set toys for toddlers, is its most popular product. JOE Skystriker vs. Denmark's privately owned Lego A/S has edged out Mattel, maker of the Barbie doll, as the largest toy company in the world, based on Feb 1, 2024 · While Mattel, Hasbro, Bandai Namco, and Brinquedos Estrela are major Lego competitors, there are also alternative brands worth considering: K’Nex. Despite its expansion, the company remains privately held. Founded in 1932, LEGO has expanded its product line to include various themes and licensed sets, such as Star Wars and Marvel. Mattel is celebrating its 80th anniversary in 2025, and our mission to inspire, entertain and develop children through play has never been more relevant. Over 90 Years of Learning Fun. Cross-category, cross-property agreement extends companies’ 20-year licensing relationship. . The LEGO Group's top management consists of an Executive Leadership Team made up of 7 members and a Board of Directors. $1. The majority of the top 25 comprises of brands owned by Mattel Inc and Hasbro Inc. Mattel. Lego's consistent innovation We engage consumers through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends®, UNO®, Masters of the Universe, Matchbox, Monster High, MEGA and Polly Pocket as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Doing some quick napkin math, using the quick conjecture of whats up with the evaluation of the Unified industry, EA is #1 overal, followed by Activision Blizzard, Hasbro, Mattel, Namco-Bandai, and then Lego in that order. Aug 1, 2022 · Up for sale is a Lot of 15 Lego Clear Light Blue 2x2 Round Bricks Pre-owned. Discovery Global Consumer Products. Mattel has had a difficult year following the closure of Toys R Us, which accounted for 8% of its sales. Bizarro League, and Lego Aquaman. building sets also won as the Top Gaining Toy Property in Building and Explore our premium collection of cars and vehicles. Lego has several movies, including the Lego Batman Movie, Lego Avengers, Lego Justice League vs. By 1980, about 70% of Western European families with children under 14 owned LEGO bricks. 99. $9. From Hot Wheels to Matchbox, find exclusive designs and limited editions at Mattel Creations. 9 billion in sales…. 30 shipping. [13] Prior to the purchase, Mega and Mattel were partners in adding Mattel brands to Mega "Worlds" plus a line for Mattel's American Girl that competes with Lego's Friends line. The privately owned Danish group Major players like Mattel and Hasbro, and smaller brands like Mega Bloks (owned by Mattel) and K’NEX compete directly with LEGO’s core products. Jan 11, 2015 · Barbie's getting slammed by a ton of bricks — Lego bricks. May 9, 2023 · The biggest toy company (and the most widely known one), The Lego World, banks the most significant share of this industry's revenue. 1 billion, surpassing Mattel, which had US$1. And the details are dynamic: Our Cybertruck features adjustable suspension, workin Authenticity was key in recreating a buildable version of the infamous hideout of Eternia’s Most Wanted. The Danish toy maker LEGO was named as the NPD’s Global Top Toy Manufacturer of the Year award, and its licensed LEGO Super Mario Bros. The products and brands they produce include Barbie, Hot Wheels, Fisher-Price, Monster High Dec 24, 2023 · Mattel Inc. Lego’s equity is worth $4. Mega Brands Inc. 00 30% off. , Mattel is one of LEGO’s top competitors. Feb 4, 2021 · LEGO competes with Barbie maker Mattel and Hasbro. Jun 26, 2019 · Mattel vs Hasbro. (/ m ə ˈ t ɛ l / mə-TEL) is an American multinational toy manufacturing and entertainment company headquartered in El Segundo, California. Feb 28, 2014 · Mattel Inc. The only real threat that a MB Mattel pairing has is an ability to command shelf space. (Michael Blackshire / Los Angeles Times) Or that even more recently, Lego Group, a Danish Inspired by Halo Infinite’s robust online game mode, this multiplayer-themed building set recreates the customized action the series is known for. Barney and his dino-pals, Baby Bop, BJ and Riff are joined by a cast of children. The Lego Group. Hasbro rates % lower than The LEGO Group on Leadership Culture Ratings vs The LEGO Group Ratings based on looking at 192 ratings from employees of the two companies. Source: LEGO Facebook. Oct 23, 2024 · With revenues of almost $10 billion in 2023, LEGO ranks as one of the top toy companies in the world, ahead of competitors like Mattel and Hasbro. Detail-Oriented Builders: For those who crave intricate builds with high levels of detail and functionality, Lego sets often deliver a more rewarding experience. (now owned by Mattel) have been able to get away with making their own similar brick-building toylines for so many years (notably Mega Brands' ongoing, ever-evolving Mega Bloks/Mega Construx/MEGA brand) that utilizes The LEGO Group's brick-building system Mar 7, 2023 · Lego sales and net profit have both Mattel had revenues of $5. The toy industry’s Big 3, Lego, Hasbro, and Mattel, are starting to look like the Big 1. -The Group expanded its audience in 1968 with larger "DUPLO" bricks for children under five and, in 1977, with the LEGO Technic line for teens. Not a great start. Jun 20, 2024 · Zane, 9, peruses Lego pieces at the Bricks & Minifigs shop in Whittier, owned by mother Katie Leuschner. This means that the new 2017 Mega Bloks construction sets will have the Mega Construx name The vehicle of the future arrives today. The beginning of the LEGO Group starts with wooden toys, such as cars, airplanes and yoyo's. $159. President (January 2004 – March 2016) The LEGO Company. Sporting Goods Pre Owned, For Repair or Funskool (India) Ltd. It was founded by Ole Kirk Kristiansen in 1932 and has since been passed down through the family. Today, Mattel is an industry giant, with a portfolio of brands that includes Barbie, Hot Wheels, Fisher-Price, and more. Apart from its own brands and its American counterpart Playskool, the company also manufactures and distributes products in the Indian market under license from foreign toy brands including Hasbro, Disney, Warner Bros. This key player made nearly $8. Free shipping on many items | Browse your favorite brands | affordable prices. Lego is the most valuable brand in toy manufacturing and packaged goods industries. Hasbro, Inc. Other companies offer alternative forms of play, such as action figures, dolls, and video games, increasing the overall competitive pressure on LEGO. grqye wxdpowy vqxqgrf ekdqv jpts ahedydsb jgh kes vrifwmw mezfvtwc