LEGO® Builds More Than Just Bricks: A Financial Powerhouse

If you thought LEGO® was just about plastic bricks and minifigures, think again. The Danish toy titan just dropped its H1 2025 financials, and the numbers are as impressive as a life-sized LEGO® X-wing. Revenue soared 12% to DKK 34.6 billion (that’s €4.65bn, $5.08bn, £3.9bn, AUD 7.5bn, SEK 53.5bn, PLN 20.8bn, or BRL 25.3bn for those keeping score at home), while net profit climbed 10% to DKK 6.5 billion. 

Consumer sales? Up 13%. Market share? Growing faster than a LEGO® treehouse in a LEGO® Botanicals set.

So, what’s behind this brick-tastic boom? A mix of new LEGO® sets, smart partnerships, and a relentless push into new markets. The company launched a record 314 new sets in just six month, yes, you read that right. 

That’s more than two new sets every single day. The stars of the show? LEGO® City, LEGO® Technic, LEGO® Icons, and, of course, the evergreen LEGO® Star Wars™. But it’s not just the classics carrying the load. 

The LEGO® Botanicals theme bloomed around Valentine’s Day and Mother’s Day, and the new Formula 1® partnership revved up sales with Grand Prix activations. And let’s not forget the upcoming LEGO® Pokémon collaboration, set to drop in 2026. If that doesn’t get fans hyped, I don’t know what will.

Expanding the LEGO® Universe, One Brick at a Time

LEGO® isn’t just building sets; it’s building empires. The company opened a state-of-the-art, eco-friendly factory in Vietnam—its sixth globally—and broke ground on a massive new facility in Virginia, set to open in 2027. Closer to home, they’ve also expanded factories in Mexico and Hungary, and even planted a flag in India with their first store in New Delhi. Oh, and they’ve now got 1,079 branded stores across 54 markets. That’s a lot of places to trip over a rogue LEGO® brick.

But it’s not all about physical expansion. LEGO® is also doubling down on digital, investing in tech to make shopping smoother for kids, parents, and retailers. Because nothing says “modern toy company” like a seamless online checkout and a new Americas HQ in Boston.

Sustainability: Because the Planet Needs Heroes Too

Here’s where LEGO® really shines. The company is serious about reducing its environmental footprint, and the numbers prove it. They’ve doubled the share of renewable content in their products compared to last year and introduced rSEBS, a fancy new material made from recycled fishing nets, ropes, and engine oil, for select LEGO® tires. And if that wasn’t enough, they’re rolling out e-methanol elements, which use renewable energy and CO2 from bio-waste to make hard plastic pieces like wheel axles and minifigure hands.

As CEO Niels B Christiansen put it, “Children and their parents rightly expect us to play our part in shaping a more sustainable future.” And with 60% of purchased materials set to come from sustainable sources by year’s end, LEGO® is walking the walk. Or should I say, building the walk?

Why This Matters for Fans

For those of us who live and breathe LEGO®, these numbers aren’t just about profits. They’re about more sets, more themes, and more ways to play. Whether you’re a LEGO® Technic gearhead, a LEGO® Star Wars™ superfan, or just someone who loves a good LEGO® Icons display set, this growth means more of what we love. And with initiatives like the “She Built That” campaign, LEGO® is making sure everyone feels welcome at the building table.