LEGO Group H1 2025 Results: Record Sales, Strong Profits, and a Global Expansion Drive
Published: 9 hours ago
Last Updated: 9 hours ago
LEGO Group H1 2025 Results: Record Sales, Strong Profits, and a Global Expansion Drive.
The LEGO Group has released its financial results for the first half of 2025, and the Danish toy giant has plenty to smile about. Both sales and profits climbed at double-digit rates as the company continued to outpace the broader toy industry and win global market share.
Record Revenues and Profits
For the six months to June 30, revenue jumped 12% year-on-year to a record DKK 34.6 billion (c.$4.9 billion / £3.8 billion), up from DKK 31.0 billion in H1 2024. Consumer sales were up 13%, showing the continued strength of LEGO’s appeal across all age groups and markets.
Operating profit rose 10% to DKK 9.0 billion (c.$1.3 billion / £1.0 billion), while net profit also grew 10% to DKK 6.5 billion (c.$930 million / £710 million). LEGO noted that improved productivity supported the bottom line, even as spending on sustainability, digitalisation, and retail expansion increased as planned.
Cash flow from operations came in at DKK 5.9 billion (c.$850 million / £650 million), down from DKK 7.5 billion last year, largely due to timing of tax and investment outflows. Free cash flow stood at DKK 1.7 billion (c.$250 million / £190 million), reflecting continued heavy investment in factories and capacity expansion.
Financial Highlights (H1 2025)*
| Metric | DKK | USD (Approx) | GBP (Approx) |
|---|---|---|---|
| Revenue | DKK 34.6bn | $4.84bn | £3.81bn |
| Operating Profit | DKK 9.0bn | $1.26bn | £0.99bn |
| Net Profit | DKK 6.5bn | $0.91bn | £0.71bn |
| Cash Flow from Operations | DKK 5.9bn | $0.83bn | £0.65bn |
| Free Cash Flow | DKK 1.7bn | $0.24bn | £0.19bn |
Innovation Drives Demand
In H1 2025 LEGO launched a record 314 new sets, and consumer response was strong. Bestsellers spanned both original themes and licensed lines, with City, Technic, Icons, Botanicals, and Star Wars all performing well.
The Botanical Collection in particular shone during gifting occasions such as Valentine’s Day and Mother’s Day. LEGO also leaned into lifestyle branding, running successful activations with its new Formula 1® partnership at Grand Prix events.
New licensing tie-ups included Bluey and One Piece, while a landmark multi-year deal with The Pokémon Company International was announced, with the first LEGO Pokémon sets slated for 2026. LEGO also continued to champion diversity in its consumer base through its She Built That campaign, encouraging more girls into building.
Global Expansion in Full Swing
To support growth, LEGO has been investing heavily in global infrastructure. In April it opened a state-of-the-art factory in Vietnam, the company’s most sustainable facility to date, to serve the fast-growing Asia-Pacific region.
In the U.S., LEGO is spending more than $1.5 billion on a new factory and regional distribution centre in Virginia, both due in 2027. A new Americas head office also opened in Boston this year, housing 800 employees.
Meanwhile, upgrades continue at existing factories in Mexico and Hungary, and LEGO added 24 new branded stores in H1, taking the global total to 1,079 stores across 54 markets. The first LEGO Store in New Delhi marked a significant push into India.
Sustainability at the Core
Sustainability remains a central plank of LEGO’s strategy. In H1 2025, the company doubled its share of materials sourced from renewable content compared with the prior year, with a target of 60% by year-end.
Key innovations include:
- rSEBS, a material made from recycled fishing nets, ropes, and engine oil, now used in LEGO tyres.
- E-methanol, created from renewable energy and CO₂ from bio-waste, set to be used in hard LEGO elements such as axles and minifigure hands.
CEO Niels B. Christiansen commented: “Children and their parents rightly expect us to play our part in shaping a more sustainable future. We are privileged to be in a strong position to deliver on this mission – investing significantly in sustainable growth now and for the future.”
Outlook
With global toy demand under pressure, LEGO’s performance stands out. Growth has been broad-based, with particular momentum in Western Europe and CEEMEA (Central and Eastern Europe, Middle East and Africa).
Looking ahead, continued investment in factories, digitalisation, and sustainability suggest the company is playing a long-term game. New partnerships such as Formula 1, Bluey, One Piece, and especially Pokémon in 2026 will further broaden the portfolio and keep LEGO relevant to new audiences.
For fans and investors alike, the H1 2025 results underline LEGO’s unique position in the toy industry: a brand that combines enduring appeal with financial strength, consistent growth, and a clear eye on the future.
* Note on exchange rates: Approximate conversions in this article use late August 2025 averages of 1 DKK ≈ 0.156 USD and 1 DKK ≈ 0.116 GBP, based on data from nationalbanken.dk, exchange-rates.org, and wise.com.
