LEGO sees robust growth, enhances presence in China

The LEGO Group posted solid growth in the first half of 2025, supported by a dynamic product portfolio and sustained investments across global markets.

CEO Niels B. Christiansen highlighted the recovery in China, saying the company was "very happy with that development" as its performance in the market returned to growth. With 450 stores now operational in the country, LEGO has stepped up its commitment through brand building, opening new outlets and upgrading existing ones to better serve its expanding customer base. The Legoland Shanghai Resort, which opened on July 5, is seen as central to the group's long-term strategy in the market.

China's rebound reflected LEGO's overall momentum. Revenue rose 12 percent year-on-year to a record 34.6 billion Danish krone ($5.4 billion) in the first half, compared with 31.0 billion Danish krone a year earlier. Consumer sales grew 13 percent, while operating profit climbed 10 percent to 9.0 billion Danish krone, supported by both top-line growth and productivity gains. Net profit advanced 10 percent to 6.5 billion Danish krone.

Christiansen attributed LEGO's growing global market share to its innovative and diverse product range that appeals across age groups. The company launched a record 314 new sets in the first half, including themes such as LEGO City and LEGO Technic. It also expanded partnerships, announcing a tie-up with BLUEY and a multi-year deal with The Pokémon Company International to launch LEGO Pokémon sets in 2026. The group also activated its brand at Formula 1 Grand Prix events under a new partnership.

LEGO continued to expand its manufacturing footprint. In April, it opened a new factory in Vietnam, its sixth global facility. It is also investing more than $1.5 billion in a factory and regional distribution center in Virginia, the US, due to open in 2027, while expanding operations in Mexico and Hungary.

The group extended its retail network by opening 24 new stores in the first half, bringing its global total to 1,079 across 54 markets, including its first store in New Delhi.

wangzhuoqiong@chinadaily.com.cn