The brick maker broke records for H1 revenue and the number of new sets launched, as licensed sets and the kidult market deliver growth
Lego achieved record revenue of £4bn (34.6bn Danish kroner) in the first half of 2025, driven by more launches than ever and a raft of globally successful licenses.
Group revenue was up by 12 per cent on sales growth of 13 per cent, resulting in net profit of £750 million (6.5 billion kroner), a 10 per cent leap on 2024
“We are very pleased to have maintained our strong performance in the first half of 2025”
“We are very pleased to have maintained our strong performance in the first half of 2025, winning share in the global toy market,” said chief executive Niels B Christiansen. “This growth is driven by our large and innovative range of products that continues to be relevant across ages and interests.”
The toymaker launched a record 314 new sets in the first six months of the year, including a wider range aimed at the growing adult / kidult market. The LEGO Botanicals theme, a range of Lego plants and flowers such as bamboo and orchids aimed at adults, was popular around shopping occasions such as Valentine’s Day and Mother’s Day, for example. Meanwhile the company saw very successful product launches and brand activations at Grand Prix races as part of its new partnership with Formula 1.
New licensed partnerships with pre-school hit Bluey and anime smash One Piece were also big hits, and the group also announced a multi-year collaboration with The Pokémon Company International to bring Lego Pokémon to fans in 2026.
Beyond product launches Lego is investing in a more global manufacturing capability, including a $1.5 bn factory and distribution complex set to open in Virginia, USA in 2027. Existing sites in Mexico and Hungary are also being expanded upon.
Direct to consumer retail also saw a boost. The company opened 24 stores in the first half of the year, taking its global total to 1,079 branded stores in 54 markets. This included the first store in New Delhi to strengthen the brand’s presence in the growing Indian market.
“With the solid financial foundation we have built over several years, we continue to invest in capacity expansions and strategic initiatives that fuel our growth,” said Niels. “Above all, the results reflect the enduring dedication and passion of our more than 31,000 colleagues around the world who have stayed focused on reaching more children with inspiring LEGO play experiences.”
