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business9h ago
Lego keeps beating the toy industry. Its secret weapon is not what you'd expect
- Lego reports 2025 revenue up 12% to 83.5 billion Danish kroner, with operating profit rising 18%.
- Lego credits a broad product mix and licensed lines for its consumer sales surging 16% in 2025.
- Efficiency in its supply chain lets Lego tailor production by region and reduce costs.
- New factories in Hungary and Vietnam support regional demand and a planned Virginia facility in 2027.
- Lego continues portfolio expansion with 860+ sets last year and plans for more in 2026.
- Partnerships like Epic Games help bring Lego into the digital space.
- Adults now form a significant portion of Lego sales, part of the 'kidult' trend.
- Lego is tapping franchises like Formula One and The Lord of the Rings in 2026.
- CEO Christianen sees continued growth momentum into 2026, albeit at a moderated pace.
- Lego positions itself to resist trade disruptions with regional factories.
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