The LEGO Group’s product sales have continued to grow in 2025, setting new profit records even as the company continues to invest heavily in sustainability and expansion.
The LEGO Group is continuing to outpace the toy industry throughout the first half of 2025. In the first six months, revenue increased by 12% to a record DKK 34.6 billion (approx. £4.2 billion), up from DKK 31.0 billion (approx. £3.6 billion) in 2024. Consumer sales grew by 13%, driven especially by Western Europe and the Central and Eastern Europe, Middle East and Africa markets. There was no reported growth in the Southeast Asian markets as the company struggles to gain a stronger presence in the region.
Operating profit increased 10% to DKK 9.0 billion (approx. £1.4 billion) compared to the first half of 2024, though the LEGO Group increased its spending in areas such as sustainability, new offices in North America,and opening a new production factory in Vietnam. Net profit grew 10% to DKK 6.5 billion (approx. £752 million), an increase from DKK 6.0 billion compared to 2024.
The LEGO Group is currently investing more than $1.5 billion (approx. £1.1 billion) in building a factory and a regional distribution centre in Virginia, USA, which is set to open in 2027. It also continue to expand the factories in Mexico and Hungary. These investments totalled DKK 4.2 billion (approx. £485 million) against DKK 4.5 billion in 2024, resulting in free cash flow of DKK 1.7 billion (approx. £196 million) down from DKK 3.0 billion in the previous year.
“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,” says CEO Niels B Christiansen. “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.”
Best selling themes in 2025 were City, Technic, Botanicals, Icons and Star Wars. LEGO Botanicals were particularly popular during shopping occasions associated with celebrations such as Valentine’s Day and Mother’s Day. According to the company’s stats, 314 sets were released in the first half of this year – a new record for the LEGO Group.
The CEO also highlighted that the company is still adapting to appeal to a broader range of age groups, with the Formula 1 and new ONE PIECE collaborations aimed at older children. They are also partnering with The Pokémon Company International in the hopes of reaching new fans in 2026.
There was also continued spending into sustainability initiatives as the company doubled renewable content compared to 2024. It is currently on track (at 53%) to reach its target of 60% of materials to be produced from sustainable resources by the end of this year. As part of this effort, the new rSEBS material, a type of rubber made from recycled fishing nets and ropes, was introduced in sets this year for selected LEGO tyre elements.
“Children and their parents rightly expect us to play our part in shaping a more sustainable future,’ continues Niels B Christiansen. “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.”
Another area of growth was the opening of 24 new LEGO Stores, taking the global count to 1,079 stores across 54 markets. This included the first ever store in New Delhi as the LEGO Group attempts to gain a stronger brand presence in India. With the company increasing outreach with its stores, there was also an increase in digital partnerships to create new play experiences for adults and children alike, as part of an ongoing digitalisation with Epic Games and TT Games.