Lego Reports Record Sales on Back of New Construction Sets and Expanding Markets

Lego has achieved a remarkable milestone, posting record sales for the first half of the year as it expanded its range with an impressive 314 new sets and saw growth across global markets. Revenues surged by 12 per cent, reaching an all-time high of 34.6 billion Danish kroner, approximately £4 billion. Operating profit also experienced a notable rise of 10 per cent, now standing at 9 billion kroner, or £1.04 billion.

This surge in performance is credited to a combination of innovation and targeting new audiences. Bestsellers include the enduring Lego City, Technic, and Star Wars ranges, complemented by Botanicals—a line of plastic plant models aimed squarely at adult enthusiasts. The Botanicals series has proven particularly successful in attracting a more mature clientele, expanding Lego’s reach well beyond its traditional audience of children.

To meet increased demand and support expansion in the Asia-Pacific region, Lego inaugurated a new factory in Vietnam, marking its sixth manufacturing facility worldwide. Attention is also turned to the United States, where Lego is investing more than $1.5 billion to build a factory in Virginia, alongside opening a new Americas head office in Boston. The company’s commitment to reinvestment and international growth appears firmly underpinned by these strategic moves.

Lego’s continued focus on both diversifying its product range and scaling operations indicates a company attuned to shifting consumer preferences. As the business landscape remains competitive, Lego’s approach of combining product innovation with strategic regional investments sets a standard in the sector and points to further success in the coming periods.