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The Lego Group has ushered in 2025 with a record-breaking sales boom, recording revenues of 34.6 billion Danish kroner (approximately $5.4 billion) in the first half, a 12% increase from a year ago.
These Lego H1 sales have surpassed the growth of nearly 7% of the global toy market, solidifying Lego’s stature among the world's most resilient toy businesses.
The company’s cornerstone is product innovation. New product development allows the launch of new products created with other programs, such as Tesco City, Star Wars, and Botanicals, which are designed for adults. The Botanicals line, which specializes in flowers and intricate patterns, was especially successful among adult collectors during Valentine's and Mother's Days.
“The response to our new collections has been overwhelming,” said a Lego spokesperson. “We are seeing strong engagement across age groups, from kids discovering Lego for the first time to adults building intricate models at home.”
Collaborations with well-known brands are fueling the company's expansion into new markets. The company’s partnerships with global phenoms such as Bluey, Fortnite, One Piece, and Pokémon line open doors to distant and niche markets. Such collaborations, including those with Jurassic Park, Formula 1, and even Pokémon, attract new and enthusiastic collectors from all corners of the globe.
Analysts observe that tie-ups like these help increase sales and give Lego more visibility in digital and social media, making it contemporary in a saturated marketplace.
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The firm's global strategy is paying off. After the initial regulatory and market setbacks, China sales have recovered, as have sales in the US, with double-digit growth, and the toy sector has bounced back. Lego's strong presence is marked by equally strong European sales.
Investments in production and retail growth have consolidated Lego's market leadership. Lego spent 4.2 billion Danish kroner ($563 million) on new factories and modernization schemes, including a new factory in Vietnam and increased capacity in Mexico and Hungary. Lego added 24 new stores globally in the retail sector, its first in New Delhi, taking its store count to 1,079 in 54 markets.
Lego’s financial health is still strong. Operating profit climbed 10% to 9 billion Danish kroner, and net profit jumped 8.3% to 6.5 billion Danish kroner (around $871 million). CEO Niels Christiansen characterized the results as ‘the best first half ever,’ pointing to the company’s product innovation, strategic partnerships, and operational efficiency.
With a first-half record, Lego revenue 2025 is now set up for success. Ongoing product line innovation, diversification into growing markets, and innovative franchise partnerships should propel continued growth, putting the Danish toy giant at the forefront of an increasingly competitive global market.
