The Danish toy company Lego, which is the largest globally, reported all-time high sales for the first half of the year and keeps increasing its market presence even amid worldwide instability, according to its CEO speaking with AFP.
“In recent years, we’ve managed to surpass the market growth and steadily gain market share,” said Niels Christiansen in an interview.
I believe we’re not near the conclusion of this.
During the first half of the year, the worldwide toy industry grew by 6.9%, and Lego’s portion increased “twice as fast,” according to Christiansen.
During the first half of the year, the manufacturer of vibrant plastic building blocks reported a 10% increase in net profit compared to the previous year, reaching nine billion kroner ($1.39 billion).
Revenue increased by 12 percent to an all-time high of 34.6 billion kroner, marking the company’s sixth consecutive rise over a six-month span.
“Throughout the years, we’ve faced difficulties and experienced fluctuations globally, yet I believe our operational approach and commitment have been truly effective,” Christiansen stated.
In contrast to U.S. rivals Hasbro and Mattel, Lego did not express concerns regarding the effect of U.S. tariffs, which President Donald Trump increased to at least 10% on imported goods starting from April 1.
A Danish company, constructing a new facility in Virginia, experienced significant growth within the U.S., with its offerings primarily sourced from its plant in Mexico.
“Volatility or tariffs aren’t always what set companies apart in the marketplace. In terms of our situation, we’ve observed significant widespread growth,” Christiansen stated.
He credited the company’s solid financial condition with its wide range of products — including 314 new Lego sets introduced during the first half — along with the brand’s excellent image and the launch of 24 additional outlets, increasing its global count to 1,079.
During the COVID-19 pandemic, Lego rose to become the largest toy company globally, as reported by market research firm Statista, surpassing Japan’s Bandai Namco along with Mattel and Hasbro.
Brands such as Lego Star Wars and Harry Potter, together with collaborations—most significantly with the video game Fortnite—have solidified the Danish toy company’s presence in the minds of customers.
A privately held family business that originated in 1949 is managed by the descendants of its original owner, Ole Kirk Christiansen.
