Lego sales rise as World Cup products draw new customers
The company launched more than 330 new sets and reported 32% higher net profit as franchise tie-ins drew in new consumers.
- On Tuesday, Lego CEO Niels Christiansen reported record first-half revenue of 41.9 billion Danish kroner , a 21% increase from the prior year.
- The company introduced over 330 new product lines, with ranges linked to the FIFA World Cup, Formula 1, and Netflix film KPop Demon Hunters attracting new customers.
- Operating profits rose 22% to 10.9 billion Danish kroner as Christiansen maintained diverse pricing, offering products from $30 sets to nearly 2,000-piece models retailing for $250.
- Expanding its footprint, Lego is building a factory and distribution centre in Virginia, aiming to open by mid-2027 while shifting toward renewable and recyclable materials for brick production.
- Christiansen expects double-digit growth for the full year, stating, "It has been stronger than expected in the first half across the board," despite struggles in the Chinese market.
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Danish toy maker Lego reported a 32 percent increase in net profit to 8.6 billion Danish kroner (27.7 billion crowns) in the first half of the year, as sales rose more than 20 percent, helped by products related to the World Cup and Formula 1 races that attracted new customers.
Lego bricks may be small, but they can achieve great things. A generous pang of pain when you step on them barefoot in the morning...
The Danish company obtains a record income of 5,604 million euros
Lego net profit up 32% in first half, 'stronger than expected': CEO to AFP
"It has been stronger than expected in the first half across the board," Niels Christiansen said, adding that the family-owned Danish company expected double-digit growth for the full-year. "It's not one particular market, it's not one particular product or theme or thing," he said. Lego registered a net profit of 8.6 billion Danish kroner ($1.34 billion), up 32 percent from a year earlier, while revenue jumped by 26 percent at constant exchange…
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