Categories: Business

LEGO in the first half of 2025 earnings post record income

Icona tiny plants from Lego.

James Manning – Pa Pictures | Pa picture | Getty pictures

Flowers, succulents and Formula -1 racing cars carried a sales bump of 12% for Lego in the first half of the year.

The company reported a record of 34.6 billion Danish crown or 5.4 billion US dollars on Wednesday. Operating profit rose 10% to 9 billion Danish crown or 1.4 billion US dollars compared to the previous year, the company said.

“It is the best first half of all time,” said Niels Christiansen, CEO of Lego, to CNBC. “It is a record for sales, a record for operating profit, a record for net profit. … So we are very happy.”

The brick manufacturer started 314 new sets in the first six months of the year, another record high. LEGO has constantly added its portfolio to new products and branched out with wall art sets in residential culture. It also added new license partners and published sets that are connected to the animated children’s program “Bluey” and the fan favorite anime “One Piece”.

Next is a multi -year partnership with Pokemon due to the goals on the shelves in 2026.

“You can always find something that you really like, the pop culture you are in, or the passage point you have,” said Christiansen. “It works really well.”

When expanding its product catalog, Lego also expanded its consumer base. Goals in the brand such as its botany-line plants, bouquets and succulent and its ongoing partnership with epic game, LEGO in digital space and the elements of the popular video game Fortnite bring newcomers to the area of the brick building, said Christians.

“Then find out what it is and what it does for you, how it enables you to express yourself, but also to reduce stress and concentrate on things in other ways,” he said. “Botanical sets are good in recruiting new consumers into the brand, and as soon as they build up their botanical set, they can build something else.”

Lego opened 24 new businesses worldwide in the first six months of the year. The company has opened more physical retail locations in areas in which, unlike Great Britain and the USA, the legendary colored bricks did not grow up. This includes countries like China and India.

The stationary places where children and adults can get legos in their hands and see the available sets has previously contributed to increasing sales.