Copenhagen (Reuters) -The Danish manufacturer of Lego toys announced on Wednesday a 12% increase in its sales in the first half, reaching a record level of 34.6 billion Danish crowns (4.64 billion euros), carried by partnerships with brands such as Formula One and Jurassic Park, which allowed him to surpass his competitors.
“The toy market is growing again this year, but we are going faster and gain market share,” said Managing Director Niels Christiansen in an interview, adding that the global market had increased by around 7%.
Lego has recorded growth throughout its markets, including in China, where the company had encountered difficulties in recent years.
Collaborations with brands like Formula One, Fortnite and Jurassic Park have stimulated sales with various consumer segments, according to Niels Christiansen.
He added that, despite economic uncertainties, Lego had not noticed any tendency for American consumers to favor cheaper products.
Operational profit over the first six months of the year increased by 10%, reaching 9 billion crowns, supported by the world’s world production network, which has six factories distributed in Denmark, Hungary, Czech Republic, Mexico, China and Vietnam.
“We have a reasonable configuration in our supply chain. Our logic is to produce consumers as close as possible,” said Niels Christiansen, adding that the company had managed to manage the effects of customs duties.
Lego extends its largest production site in Monterrey, Mexico, as well as in Hungary, while building a new factory in the United States, Virginia, is expected to end in 2027.
Sales in the United States have progressed at a two-digit rate, Niels Christiansen stressing that the local toy market had found higher growth levels than in recent years.
The family business has launched a record number of 314 new construction sets in the first half of 2025 and widens its consumer base thanks to partnerships with brands such as Bluey and One Piece. A collaboration with Pokémon is scheduled for 2026.
Lego competitors, of which Mattel and Hasbro remain more exposed to the volatility of customs duties because of their dependence on Chinese production.
(Stine Jacobsen, Elena Smirnova, edited by Augustin Turpin)
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