The LEGO Group achieves growth in H1 2025
The LEGO Group announced its earnings for the first half of 2025, reporting continued strong growth on both the top- and bottom-line. The company outpaced the toy industry as demand for the LEGO product portfolio remained strong across all market groups, especially in Western Europe and CEEMEA*. The LEGO Group also continued to increase spending on strategic initiatives aimed at driving both short- and long-term growth.
- Revenue grew 12% to a record DKK 34.6 billion.
- Consumer sales increased 13%, driven by a broad and innovative portfolio.
- Market share grew as the LEGO Group continued to outperform the toy market.
- Operating profit increased 10% to DKK 9.0 billion, reflecting strong top-line performance and improved productivity while investments in strategic initiatives increased as planned. Net profit grew 10% to DKK 6.5 billion.
- Cash flow from operating activities was DKK 5.9 billion compared to DKK 7.5 billion last year. Free cash flow was DKK 1.7 billion which was impacted by a continued high level of investment.
Innovative portfolio drives strong demand
With 314 new sets launched in the first half of 2025 – a record for the company – the broad and innovative portfolio resonated with builders of all ages and interests. Bestsellers included a mix of homegrown and licensed themes such as LEGO City, LEGO Technic, LEGO Botanicals, LEGO Icons and LEGO Star Wars.
New partnerships
New partnerships with BLUEY and ONE PIECE expanded the LEGO portfolio, and the company announced a multi-year collaboration with The Pokémon Company International, set to bring LEGO Pokémon to fans in 2026. The LEGO Group also launched a campaign titled “She Built That” to encourage girls to use their creativity as builders.
On 11 June, the company marked the United Nations International Day of Play with playful activities in cities around the world to raise awareness about the benefits of the power of play.
Expanded global footprint
In April, the LEGO Group opened its new state-of-the-art factory in Vietnam which will support long-term growth in the Asia-Pacific region. The 150,000 m2 factory is the company’s sixth worldwide and most environmentally sustainable facility to date.
The company is currently investing more than US $1.5 billion in building a factory and a 185,000 m2 regional distribution centre in Virginia, U.S. Both are set to open in 2027. It also continued expanding factories in Mexico and Hungary.
In addition, it opened a new Americas head office in Boston which will be home to 800 employees who support its business in the U.S. and across the Americas region.
Building memorable brand experiences
As the LEGO Group continued to invest in its online and in-store retail experiences, 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 India.
As part of its ongoing digitalisation, the company also invested in adopting new technologies and platforms that help create great brand experiences for kids, shoppers and retail partners, as well as support improved efficiency and ways of working for colleagues.
Reducing environmental impact
The LEGO Group continued spending on initiatives to reduce its environmental impact, including introducing more sustainable materials to make its products. The company again significantly increased purchases of materials produced with sustainable sources, doubling the share of renewable content from H1 2024 and further reducing the reliance on virgin fossil-based materials. It is on track to reach its full year target which is 60% of purchased materials to be produced with sustainable sources, including mass balance (53%) and segregated materials (7%).
Niels B Christiansen said: “Children and their parents rightly expect us to play our part in shaping a more sustainable future. We remain fully focussed on our mission to inspire and develop children everywhere – which includes ensuring that future generations inherit a healthy planet. We are privileged to be in a strong position to deliver on this mission – investing significantly in sustainable growth now and for the future.”