Lego hits record revenue in first half of 2025, boosted by brick flowers and cars
I was interested in Lego as a business because they managed to create products from recycled materials while maintaining their brand quality. This article dives into their current success.
“It’s the best first half ever,” Lego CEO Niels Christiansen told CNBC. “It’s a record on revenue, a record on operating profit, it’s a record on net profit. … So, we are very happy.”
Lego has steadily added new product to its portfolio, branching out into home decor with wall art sets. It has also added new license partners and released sets tied to animated children’s program “Bluey” and fan-favorite anime “One Piece.” (Whitten)
It is interesting to hear how far the company has managed to branch out. While their product space was initially for children, they are finding new ways to reach a wider audience. It is exciting to hear about their playful brand reaching the space of home décor and becoming more refined and elegant when in context.
Up next is a multiyear partnership with Pokemon, due to hit shelves in 2026.
“You can always find something that you really like, the pop culture you’re into or the passion point you have,” Christiansen said. “That works really well.”
In expanding its catalog of product, Lego has also grown its consumer base. Gateways into the brand such as its line of botanicals — plants, flower bouquets and succulents — and its ongoing partnership with Epic Games — which brings Lego to the digital space and elements from the popular video game Fortnite into the physical world — have encouraged newcomers into the brick-building space, Christiansen said.
“Then they figure out what it is and what it does for them, how it kind of allows them to express themselves, but also de-stress and focus on stuff in a different way,” he said. “So botanicals sets turn out to be good at recruiting new consumers into the brand, and then as soon as they build their botanical set, they may move on to building something else.” (Whitten)
Lego has so much room for creativity and customization, there is something for everyone to enjoy. They clearly have more to look forward too in the future. Legos are special because of the activity of putting them together as well as the final outcome. This inspires my capstone project to consider the process taken by manufacturers and consumers along the way to the final artifact. This is a step that is easy to overlook but can push interactivity and meaning to a new level.
Having brick-and-mortar places where kids and adults can get their hands on Legos and see the available sets has previously helped bolster sales. (Whitten)
Whitten, Sarah. “Lego Hits Record Revenue in First Half of 2025, Boosted by Brick Flowers and Cars.” CNBC, CNBC, 27 Aug. 2025, www.cnbc.com/2025/08/27/lego-first-half-2025-earnings-post-record-revenue.html.
