There’s no end to the power of the brick, which is the message sent out by strong 2025 figures posted by the LEGO Group as the reveal that revenue increased by 12%, operating profit grew by 18%, net profit increased by 21% and released over 860 products, half of which were entirely new. Toyworld Mag take a closer look at the numbers, figures that LEGO Group CEO Niels B Christiansen described as delivering “results by being both creative in product innovation and efficient in operations.”
Revenue increased 12% to DKK 83.5b, driven by sustained strong demand for the Lego portfolio leading to growth in all territories, especially in Western Europe, Americas and CEEMEA. Consumer sales increased by 16%, outpacing the toy market which grew 7%.
Operating profit grew by 18% to DKK 22.0b, supported by high revenue and scale efficiencies. This was strengthened by ongoing productivity initiatives that enabled reinvestments in capacity expansions and strategic priorities to support short- and long-term growth, like sustainability, supply chain network and digital technology. Net profit increased by 21% to DKK 16.7b, exceeding expectations.
2025 saw the Lego Group launch its largest portfolio to date, featuring over 860 products, around half of which were new, with great appeal to builders of all ages. Among the most popular themes were Lego City, Lego Technic, Lego Star Wars, Lego Icons and Lego Botanicals, which introduced builds that brought new, younger fans into Lego play for the first time.
The partnership with Formula 1 attracted new builders as the first products came to market in 2025, supported by activations at more than twenty Grand Prix events. To connect with young racing fans, the Lego Group announced a new partnership with the F1 Academy to bring Lego Racing to the track in 2026.
The Lego Group continued to inspire children’s creativity through both digital and physical play. As it celebrated the 30th anniversary of Lego video games, the company launched new titles and physical sets based on favourite gaming franchises like Lego Minecraft and Lego Super Mario. It also evolved Lego Fortnite Odyssey which reached over 1b player hours since launch.
The Lego Group also made major investments to support its growth, including expanding its global footprint, creating brand retail experiences and acquiring new locations.
In 2025, the Lego Group increased its total sustainability investments by 20% compared to 2024 and over three times that of 2022. Among other initiatives, this enabled the company to make progress towards its aim of making Lego bricks and packaging from more sustainable materials.
For the third year in a row, the Lego Group substantially increased the amount of renewable and recycled content in the materials purchased to make Lego bricks, reaching 52% from 33% in 2024. This was achieved due to large increases in purchases of certified mass balance and segregated materials. As a result, less virgin fossil-based materials were used to make Lego bricks in 2025 than in 2022, even as revenue grew 29% in the same period.
Every year, the Lego Group strives to reach more children with the benefits of play and support their well-being in a digital world. In 2025, it positively impacted more than 11.7m children through global social responsibility initiatives.
With the arrival of the SMART Brick, could 2026 be another strong year for LEGO, or will it be a sdud? We’ll have to wait and see.
