Lego Reports Record $5.4B H1 Sales on Brand Partnerships

Danish toymaker Lego reported a 12% increase in first-half sales to a record 34.6 billion Danish crowns ($5.43 billion), outperforming the broader toy market growth of nearly 7%. CEO Niels Christiansen attributed the growth to strategic partnerships with major brands such as Formula One, Jurassic Park, Fortnite, Star Wars, and Harry Potter, which helped Lego expand its consumer base across diverse segments and geographies, including challenging markets like China. Operating profit rose 10% to 9 billion crowns, supported by a robust global manufacturing network spanning six countries and an emphasis on producing goods close to consumers to mitigate tariff impacts. Lego is expanding its manufacturing capacity with ongoing projects in Monterrey, Mexico, Hungary, and a new factory in Virginia expected to be completed by 2027, aimed at supporting growth rather than responding to tariffs. U.S. sales experienced double-digit growth alongside a rejuvenated local toy market, while the company also plans to double down on the Asian market to sustain momentum. Lego launched a record 314 new building sets in the first half of 2025, reinforcing its strong market position amid economic uncertainties and trade tensions.