Lego today reported fiscal 2025 revenue increased 12% to 83.5 billion Danish kroner, or nearly $13 billion. Sales increased16%, more than double the rate for the global toy industry.
The Danish company attributed its market-share gains to strong brand equity, innovative new products, strategic partnerships and retail execution.
“Our innovative and extensive portfolio, combined with the strength of the Lego brand and an effective operating model, drove high demand,” CEO Niels Christiansen said a statement. “We delivered these results by being both creative in product innovation and efficient in operations, bringing Lego play experiences to more kids than ever before. As we continued to invest in future growth, we brought multi-year strategic investments to life and reached more than half renewable and recycled content in the materials we buy to make Lego bricks.”
Lego introduced its largest portfolio to date in 2025, featuring more than 860 products, half of which were new, introducing builds that brought new, younger fans into Lego play.
Lego said its play sets proved popular among both adults and children while a new partnership with Formula 1 helped attract new customers.
Licensed product lines remain a strength for Lego, with sets based on a popular films, TV shows and video games.
Among the most popular themes were City, Technic, Star Wars, and Icons. Momentum also remained strong for Botanicals — plants, flower bouquets and succulents that are popular gift items and which have been one of Lego’s most popular items since their introduction in 2021.
The company this year is introducing sets based on the likes of Pokémon, “Lord of the Rings” and The Legend of Zelda, as well as its new creation, the Lego Smart Brick.
