COPENHAGEN: Lego Group posted its strongest first-half performance in company history, reporting a 12% surge in revenue to 34.6 billion Danish kroner ($5.4 billion), according to its biannual earnings report released Wednesday.
Operating profit rose 10% year over year to 9 billion kroner ($1.4 billion).
“It’s the best first half ever,” CEO Niels Christiansen told CNBC. “It’s a record on revenue, a record on operating profit, it’s a record on net profit. … So, we are very happy.”
The Danish toy giant launched a record 314 new sets during the first six months of 2025, expanding its portfolio with licensed products tied to popular franchises like “Bluey” and “One Piece,” and venturing into home decor with wall art sets. A multiyear partnership with Pokémon is set to debut in 2026.
Lego also opened 24 new stores globally, targeting markets such as China and India where brand familiarity is still growing. Christiansen noted that physical retail continues to play a key role in consumer engagement and sales growth.
The company’s strategy to broaden its consumer base includes gateway products like botanical sets and a digital partnership with Epic Games, integrating Fortnite elements into physical Lego sets. “Botanical sets turn out to be good at recruiting new consumers into the brand,” Christiansen said. “Then they figure out what it is and what it does for them… how it allows them to express themselves, but also de-stress.”
With record-breaking financials and a diversified product strategy, Lego continues to build momentum across demographics and geographies.