Lego reported record results in the first half of 2025, thanks to the success of its new lines. Revenue increased by 12% to 34.6 billion Danish kroner ($5.4 billion). Operating profit rose by 10% to 9 billion kroner ($1.4 billion), CNBC reports.
“This is the best first half of the year ever. This is a record in terms of revenue, operating profit, and net profit. We are very pleased,” said Lego CEO Niels Christiansen.
The manufacturer of construction toys released 314 new sets in the first six months of the year – another record. Lego is consistently expanding its range, even entering the field of home decor with wall art sets.
The company also concluded new licensing agreements and introduced sets based on the children’s animated series “Bluey” and the popular anime “One Piece”. Next up is a multi-year partnership with Pokémon, with the first set set to go on sale in 2026.
According to Christiansen, the new products have helped broaden the customer base, attracting new buyers who were previously not interested in the construction set. For example, the plant sets have become a “gateway” to the brand for adults looking for a way to relieve stress.
Lego also continues to expand its physical presence, opening 24 new stores worldwide. The company is focusing on markets where, unlike the US and UK, there is no long-standing Lego culture. This is especially true in China and India, where physical stores play a crucial role in increasing sales.