Lego record first-half sales climbed 12% to 34.6 billion Danish kroner. This was the best start to a year in the company’s history. CEO Niels Christiansen said the global toy market grew nearly 7% in the same period. Yet, Lego outpaced it and kept taking share.
“It’s the best first half ever.”
Profit and U.S. Momentum
Profit rose 10% to 9 billion kroner as demand held up across regions, including China. In the United States, sales grew at double-digit rates. There was no clear sign that shoppers are trading down to cheaper alternatives, Christiansen said. This performance underlines the strength behind Lego record first-half sales.
Brand Partnerships and New Sets
Lego credited brand tie-ups for widening its reach. Partnerships with Formula One, Jurassic Park and Fortnite joined long-running hits like Star Wars and Harry Potter. The group launched a record 314 new sets in the first half of 2025. Looking ahead, Lego plans a Pokémon collaboration in 2026 and, in addition, new sets tied to Bluey and One Piece. These moves kept fans engaged and helped power Lego record first-half sales.
Supply Chain Resilience
Christiansen pointed to a broad manufacturing base—factories across Europe, Asia and the Americas—that lets Lego produce close to consumers. This blunts tariff risks. The company is expanding sites in Mexico and Hungary. Meanwhile, the company is building a U.S. factory in Virginia, slated to open in 2027 to support future growth.
Outlook
With fresh stores, a bigger product slate and steady demand from kids and adults, Lego says it is not done growing. The family-owned Danish group sees its diverse lineup and localised production as key levers. These help sustain momentum in a volatile market.
