Lego, a Danish toy company, reported on Tuesday that sales increased by 21% in the first half as new customers were drawn in by Formula 1 sets and the soccer World Cup.
Thanks to a strategy of partnering with movie and entertainment properties and creating more sets for both adults and children, Lego has gained market share as its growth surpasses that of other toymakers like Mattel (MAT.O) and Hasbro (HAS.O).
Lego’s revenue increased from 34.6 billion in the first half of 2025 to 41.9 billion Danish crowns ($6.54 billion). The net profit reached 8.6 billion Danish crowns, a 32% increase.
“The product portfolio is really, really strong and it hits new passion points in this first half,” Lego CEO Niels Christiansen said in an interview with Reuters.
Additionally, we see more children using the brand, which is incredibly exciting for us because we were able to increase the number of active children and customers as well as the total quantity they are purchasing,” Christiansen stated.
In the first half, Lego released over 330 new sets, including K-Pop Demon Hunters kits, which Christiansen claimed were especially well-liked by girls, Pokemon sets utilizing its new interactive bricks, and a $199.99 copy of the official FIFA World Cup trophy.
Plastics have become more expensive due to the spike in oil costs brought on by the Iran War. Lego utilizes it to create its bricks, and Christiansen stated that while there hasn’t been much of an impact thus far, the company may notice one in the second half.
