Lego released 314 sets in the first six months of 2025 and reported 34.6 billion kroner ($5.4 billion) in revenue, a 12% year-over-year increase. Growth results from a diversified product range that appeals across ages, including complex adult-focused sets tied to art and architecture and strong licensed lines like Stars Wars, Harry Potter, and Marvel. Bestsellers mix owned and licensed products, with Lego Botanicals and new Formula 1 and Bluey partnerships, and a Pokémon collaboration planned. As an analog, device-free toy, Lego benefits from consumer demand for less screen time among teens and parents.
The company has found new fans with more complex sets that cater to adults based around topics like art and architecture, along with ongoing licenses for sets based on outside intellectual property like Stars Wars, Harry Potter, and Marvel that give Lego access to pre-existing built-in audiences. Rather than simply growing its market share, Lego is growing its market.
The company says its bestsellers include a blend of owned and licensed products. Lego Botanicals, the brand's floral sets that come with in bouquets or in pots, sold well in the spring for Valentine's Day and Mother's Day, while new partnerships with Formula 1 and Bluey, plus a Pokémon collaboration coming next year, are evidence that licensing remains a top priority.
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