Everyone is crazy about Legos. Skyrocketing turnover

The toy giant Lego closes its financial year 2025 con record sales and profits despite an unstable context. The Danish group, famous throughout the world for its iconic building bricks which stimulated the creativity of entire generations, has recorded a net profit up 21% to 16.71 billion crowns (2.22 billion euros), a result never recorded.

His sales it jumped 12% to 83.53 billion crowns (11.18 billion euros). A “fantastic year”, he called it CEO at Lego, Niels Christiansenin an interview with AFP. Under his leadership, the group has expanded retail stores worldwide, launched the first Lego elements from sustainable sourcescreated innovative gaming experiences and maintained his position as highly reputable and globally loved brand. “I wouldn’t say that the volatility and everything that is happening (in the world, ed.) has no impact on us, but I think we have such a dynamic that we are gaining market shares in a way that allows us to grow despite everything“he added.

The sales (excluding licenses, etc.) increased by 16% in all marketsalso in Chinawhere the group returns to growth after years of investments. “If we look at the toy sector in the last three years it has remained substantially stable over time. And even though it remained stable, we recorded a double-digit growth every year” said Christiansen, who estimates single-digit, “top-of-the-range” growth for 2026.

Lego’s recipe for success

The Lego’s recipe for successan unlisted family company, is, according to the owner, in the combination between innovation e production optimizationin its six factories. “We produce as close as possible to markets and consumers. We can produce very late in the process, which allows us to know what is really in high demand and what works well,” Christiansen said.

The history of Lego bricks

Officially patented in 1958i most famous bricks in the world they have a long history. The brand was born in 1932 a Billund, Denmarkthanks to the carpenter Be Kirk Christiansen. In a difficult period marked by economic crisisChristiansen begins producing wooden toys to maintain its business. In the 1934 the company takes its name Legoshort for the Danish expression “Play Good“, what does it mean “Play well“. Since then the company has passed from generation to generation and is still owned today famiglia Kirk Kristiansen. Il brick in its current form was launched in 1958. Il interlocking principle with its tubes it makes it unique and delivers Unlimited construction possibilitiesstimulating theimagination through play.

Product strategy and innovation

The group relies on partnership – as with Pokemon o Fifa – e all’technological innovation to attract consumers. His wallet currently includes 860 productshalf of which are new.