Wow Lego have made a lot of money this year!

The Lego Group has kicked off 2025 with record-breaking momentum, pulling in revenues of 34.6 billion Danish kroner (about $5.4 billion / £4.2 billion) in the first half of the year a 12% increase compared to last year. That's well above the global toy market's growth of around 7%, cementing Lego as one of the most resilient players in the industry.

(Although between us, it feels like I've personally spent more than that on Lego already this year…)

A big part of the surge comes down to product innovation. New sets from lines like Lego City, Star Wars, and the increasingly popular Botanicals collection have struck a chord with both kids and adults. The Botanicals range in particular with intricate floral builds that proved a hit over Valentine's and Mother's Day has become a firm favourite among collectors.

Franchise tie-ins are also powering growth. Partnerships with names like Bluey, Fortnite, One Piece, Jurassic World, and Formula 1 are pulling in fresh audiences and boosting Lego's visibility across digital platforms. For collectors, this means exciting crossover sets and plenty of buzz.

Regionally, Lego is enjoying double-digit growth in both the US and China, while sales across Europe remain strong. Behind the scenes, the company is investing heavily in future expansion, spending 4.2 billion DKK ($563 million / £437 million) on new factories in Vietnam and upgrades in Mexico and Hungary. Retail is growing too, with 24 new stores added worldwide, including Lego's very first in New Delhi bringing the global total to 1,079 across 54 markets.

Profits are keeping pace with sales. Operating profit rose 10% to 9 billion DKK ($1.2 billion / £937 million), while net profit climbed 8.3% to 6.5 billion DKK ($871 million / £678 million). CEO Niels Christiansen has called it the “best first half ever”, pointing to innovation, partnerships, and smart investments as the winning formula.

With such a strong start to the year, 2025 looks set to be another milestone for Lego. Ongoing innovation, global growth, and high-profile collaborations mean the Danish toy giant is firmly in the lead as the world's favourite building brand. For fans and collectors, that translates into even more exciting sets on the horizon.

(Source)