Lego Achieves Record Sales with New Sets

• Lego achieved record sales of 34.6 billion crowns.
• 314 new sets were launched, including popular series.
• The company is actively investing in new factories and expanding its network.

The Danish company Lego reported record sales in the first half of 2025, reaching 34.6 billion Danish crowns (about 4 billion sterling pounds). This is 12% more than in the previous year, and consumer sales increased by 13%.

Operating profit of the company also grew by 10% and amounted to 9 billion crowns (about 1.04 billion pounds). Lego launched 314 new sets, which is a record for the company. The most popular sets were Lego City, Technic, Botanicals, and Star Wars.

The company's director, Niels Christiansen, noted that the growth in sales is partly due to parents' desire to engage their children in activities, separate from smartphones. This is related to the growing awareness of the negative impact of social media on children's mental health.

In the first half of the year, Lego also invested 4.2 billion crowns (about 485 million pounds) in new factories and facilities. In April, the company opened a new factory in Vietnam, which became the sixth Lego factory in the world and the most environmentally friendly facility.

In addition, Lego plans to invest around 1.5 billion US dollars (about 1.1 billion pounds) in the construction of a factory and a regional logistics center in Virginia, USA, which will open in 2027.

The company is also continuing to expand its network of stores, having opened 24 new locations in the first half of 2025, increasing the total number of stores to 1,079 in 54 countries.

Tags: Economy