Demand for LEGO sets kept on building in 2025.
The LEGO Group continued to pull ahead of the global toy market as more kids — and adults — picked up bricks from the Billund-based company during the year. Consumer sales climbed 16%, more than double the roughly 7% growth recorded across the broader toy industry.
That momentum translated into another record year.
Revenue rose 12% to DKK 83.5 billion — around $13 billion USD — as the company gained market share across every major region, including Western Europe, the Americas, and Central and Eastern Europe, the Middle East, and Africa.
CEO Niels B. Christiansen said the company’s expanding portfolio and strong brand helped drive the performance.
“We are very pleased with our record performance in 2025, building on last year’s success,” he said.
The results came as LEGO rolled out its largest product assortment ever.
Our innovative and extensive portfolio, combined with the strength of the LEGO brand and an effective operating model, drove high demand. 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.”
— Niles B. Christiansen, CEO, The LEGO Group
Operating profit increased 18% to DKK 22 billion — roughly $3.2 billion USD — while net profit climbed 21% to DKK 16.7 billion, or about $2.4 billion USD.
Strong earnings helped fund continued investment across the company’s global footprint.
Cash flow from operating activities reached DKK 19.9 billion (about $2.9 billion USD), enabling LEGO to maintain significant capital investments. The company spent DKK 9.2 billion — about $1.3 billion USD — to expand manufacturing capacity, upgrade facilities, and strengthen its global supply chain.
New infrastructure played a key role in that effort.
A rendering of the new LEGO facility in Virginia. | Source: The LEGO Group
LEGO opened a factory and regional distribution center in Vietnam during the year while continuing construction on a major facility in Virginia. Existing operations in Hungary, Mexico, and China also expanded to support rising global demand.
On the product side, LEGO released more than 860 sets in 2025, its largest lineup to date. Roughly half were new introductions.
Themes including LEGO City, LEGO Technic, LEGO Star Wars, LEGO Icons, and LEGO Botanicals ranked among the strongest performers.
Source: The LEGO Group
Partnerships also helped bring new fans into the system. LEGO introduced its first Formula 1 building sets during the year and supported the launch with activations at more than 20 Grand Prix events. A partnership with F1 Academy will expand those efforts in 2026 with trackside LEGO Racing experiences designed to reach younger fans, particularly girls.
The company also continued expanding its digital play ecosystem.
As LEGO video games celebrated their 30th anniversary, new titles and physical sets tied to franchises such as LEGO Minecraft and LEGO Super Mario reached fans worldwide. Meanwhile, LEGO Fortnite Odyssey has surpassed 1 billion player hours since launch.
Retail engagement kept pace with the brand’s growth. LEGO Branded Retail stores and LEGO.com welcomed a record number of visitors during the year while posting the highest satisfaction scores in company history.
Behind the scenes, the company continued pushing sustainability efforts forward. Renewable and recycled materials used in LEGO bricks climbed to 52% in 2025 — up from 33% in 2024.
The LEGO Group’s 2026 Pulse of Play Award-winning activation at SDCC. | Source: The LEGO Group
The LEGO Group also scored a win in The Toy Book’s 2026 Pulse of Play Awards for its San Diego LEGO-Con at Comic-Con International: San Diego 2025 activation.