Lego Revenue Jumps 12% to Record $5.4 Billion on Licensing Push

Lego reported first-half 2025 revenue of 34.6 billion Danish crowns ($5.43 billion), a 12% increase that set a company record. Operating profit climbed 10% to 9 billion crowns, outpacing a global toy market that management estimates grew about 7% over the same period. Chief Executive Officer Niels Christiansen credited the gains to a record 314 product launches and a widening slate of brand partnerships, including tie-ups with Formula One, Jurassic Park and the video-game franchise Fortnite. The company’s botanicals line and licensed sets helped draw new consumers, while a multiyear Pokémon collaboration is scheduled to debut in 2026. Sales grew across all regions, with double-digit growth in the United States despite higher tariffs and renewed momentum in China. Lego opened 24 additional stores—many in Asia—and said it will keep expanding in the region. The family-owned group is enlarging factories in Mexico and Hungary and expects a new plant in Virginia to come online in 2027, part of a strategy to produce closer to end markets and manage supply-chain risk.