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Lego sales hit a record high in the first half of 2025 as bestselling ranges such as Formula One, Star Wars and botanicals were in high demand. The Danish toy giant said on Wednesday its revenues jumped 12 per cent to £4billion in the first six months of its financial year, with consumer sales up 13 per cent.
In a bid to boost sales, Lego unveiled more new sets than ever before and has been investing heavily in new sites globally. The group’s operating profit rose 10 per cent to £1.04billion, in line with growth levels seen last year.
Lego said it launched 314 new sets in the first half, a record for the firm, with bestsellers including ranges such as Lego City, Technic and Botanicals as demand for flowers and succulents ramped up, as well as Star Wars sets. The group said it had spent a further £485million on new sites for its business in the first half.
Niels Christiansen, chief executive of Lego, said: ‘We are very pleased to have maintained our strong performance in the first half of 2025, winning share in the global toy market. ‘This growth is driven by our large and innovative range of products that continues to be relevant across ages and interests.
‘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.’ Lego said its Botanicals range was popular during the Valentine’s Day and Mother’s Day period.
The company said it also saw ‘very successful product launches and brand activations at Grand Prix races as part of its new partnership with Formula 1’. In April, Lego opened a new state-of-the-art factory in Vietnam, its sixth globally, to boost long-term growth in the Asia-Pacific region, which it also hailed as its most ‘environmentally sustainable facility to date’.
Lego is also investing more than £1.1billion in building a factory and regional distribution centre in Virginia, US, which are set to open in 2027, having also opened a new Americas head office in Boston. The group’s store footprint expanded in the period, with another 24 sites, including one in New Delhi, opened in the first six months of 2025, taking its global total to 1,079 across 54 markets.
On Tuesday, the group unveiled a new Pirates of the Caribbean Lego set in collaboration with The Walt Disney Company. The set features a full crew of eight minifigures, representing characters from the film series, namely Captain Jack Sparrow, Will Turner, Elizabeth Swann, Hector Barbossa, Gibbs, Cotton, Anamaria, and Marty.
