2025-08-27 13:40
publication
2025-08-27 13:40
The Danish family company from Billund shared its financial results, which turned out to be record -breaking and overtook the economic situation on the toy market. The company is gaining thanks to a distributed production, which pays off when many other companies look anxiously at turbulence around customs.
The Danish toy manufacturer, Lego, said on Wednesday that its financial results broke the previous records in the first half of the year. Sales jumped by 12% compared to the same period of 2024, growing to 34.6 billion of Danish crowns ($ 5.43 billion). Operational profit reached 9 billion of Danish crowns (about $ 1.4 billion), increasing by 10% year on year.
The general director of Lego Niels Christiansen emphasized during the presentation of the results that his company overtook the dynamics observed in the wide toy market. The industry has returned to increases this year, noting a strengthening by nearly 7%. LEGO has noted an increase in all their markets, including in China, where in recent years he has encountered considerable challenges.
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The company also did well on the other side of the Pacific. Despite the uncertain economic situation in the United States, Lego recorded a two -digit increase in sales there and did not observe a significant tendency to switch to customers to cheaper products.
In the first half of 2025, a family company from Dani launched a record number of 314 new sets. According to Christiansen, sales in various consumers segments helped increase cooperation with external brands such as Formula 1, Fortnite and Jurassic Park. Bluey and One Piece joined the list of partnerships. In 2026, the effects of Lego and Pokémon cooperation are to appear.
Recipe for duties
According to the CEO of LEGO, the company managed to limit the impact of duties on its business. “We have a reasonable configuration in our supply chain. Therefore, the logic we use is that we would like to produce the product as close to consumers as” – commented Niels Christiansen.
Lego has a distributed global production network based on 6 factories located in Denmark, Hungary, the Czech Republic, Mexico, China and Vietnam. In 2027, its new plant in Virginia is to be completed.
Christiansen said that the construction of a plant in the USA was not dictated by an attempt to bypass duties, but is an element of the company's expansion. Lego also expands its largest plants in Monterrey, Mexico and Hungarian Nyíreregyháza.
Many other companies from the toy industry, including the manufacturer Barbie Mattel and Hasbro, known from the brand My Little Pony, maintain production mainly in Asia, which makes them more susceptible to turmoil related to the US customs policy.
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