Lego Surges to Record Revenue in Early 2025: How Brick Flowers and Cars Captivated Fans

Lego is on a roll! The toy giant recently reported a remarkable 12% rise in revenue during the first half of the year. It raked in 34.6 billion Danish kroner, about $5.4 billion. Operating profit also soared, up 10% to 9 billion kroner, or $1.4 billion. CEO Niels Christiansen called it the “best first half ever” for the company, highlighting new records in revenue, operating profit, and net profit.

In the first six months, Lego launched 314 new sets, a record number. This includes exciting collaborations with popular shows and franchises like “Bluey” and “One Piece.” A partnership with Pokémon is also on the horizon, with new sets expected in 2026. Christiansen emphasized how the expanding range helps attract fans of all ages, saying, “You can always find something that you really like, the pop culture you’re into or the passion point you have.”

One notable hit has been their line of botanical sets, featuring flowers and succulents. These sets are drawing in new customers. According to a recent survey by Statista, about 70% of newcomers find these sets relaxing and a great way to express creativity. Christiansen noted, “Once they build a botanical set, they may move on to something else,” suggesting these entry points can lead to a broader interest in Lego.

Lego is also expanding globally, opening 24 new stores in six months. They’re focusing on markets like China and India, where interest in Lego is growing. Physical stores allow customers to interact with the products, boosting sales effectively.

In today’s fast-paced digital age, Lego’s blend of physical and digital experiences—like its partnership with Epic Games—gives fans new ways to connect with the brand. This effort showcases their adaptability, proving that even a classic toy can thrive by evolving with the times.

For more on Lego’s financial success, check out the full report on CNBC.



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