LEGO Photo
The company’s revenue for January–June reached $6.54 billion, compared with approximately $5.40 billion a year earlier. Net income rose 32% to $1.34 billion.
Lego continues to outpace its competitors, including Mattel and Hasbro, in terms of growth and to increase its share of the global toy market. The company is focusing on partnerships with popular film and entertainment franchises, as well as expanding its range of sets for children and adults.
“The product lineup is truly very strong, and in the first half of the year, it has met new consumer demands,” Lego CEO Niels Christiansen said in an interview with Reuters.
According to him, the company has managed to attract more children while simultaneously increasing the number of active customers and the volume of their purchases.
In the first six months, Lego introduced more than 330 new sets. Among them are a replica of the official FIFA World Cup trophy priced at $199.99, Pokémon sets with interactive cubes, and collections inspired by the K-Pop group Demon Hunters. The latter, according to Christiansen, are especially popular among girls.
Lego is preparing for rising material costs
In the second half of the year, the company may face rising production costs. Rising oil prices are already driving up the cost of the plastic used to manufacture Lego pieces.
So far, the impact of this factor has been limited. The company notes that it purchases a significant volume of materials whose prices are less dependent on the cost of fossil fuels. At the same time, Lego is continuing its transition to renewable and recyclable materials.
The company is also expanding its production in the U.S. In Virginia, Lego is building a factory and a distribution center, scheduled to open in mid-2027. The new facilities will bring production closer to one of the company’s key markets and reduce its reliance on long-distance shipments.
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