Lego hits record revenue in first half of 2025, boosted by brick flowers and cars
Fueling a 12% revenue increase during the first half of the year, Lego's success was driven by popular sets featuring themes like flowers, succulents, and Formula One race cars.
In its biannual report, the company announced record-breaking revenue of 34.6 billion Danish kroner ($5.4 billion) and a 10% increase in operating profit, reaching 9 billion Danish kroner ($1.4 billion). CEO Niels Christiansen described it as "the best first half ever," with new records in revenue, operating profit, and net profit.
Lego's strategy of diversifying its product line has been a key factor in its growth. The company released a record 314 new sets in the first six months of the year, expanding into new categories like home decor. They also partnered with new license holders to create sets based on popular shows like "Bluey" and "One Piece," with a new Pokemon partnership set to launch in 2026.
This broad appeal helps Lego attract a wider customer base. Christiansen noted that new products, such as the botanical sets, are effective at drawing in new consumers. Once people try a set, they often discover the brand's ability to help them de-stress and express themselves, encouraging them to continue building.
Lego also expanded its physical presence by opening 24 new stores in the first half of the year, particularly in countries like China and India, where the brand is still growing. The company believes that having hands-on retail locations helps boost sales and connect with consumers.
