Lego reports double-digit profit growth for 2025

The Lego Group has reported double-digit growth in both revenue and operating profit for 2025, with a rebound performance in the Chinese market.

According to the Danish toy manufacturer, revenue rose 12 percent to DKK 83.5 billion ($12.76 billion) last year, fueled by sustained demand across all market groups. Consumer sales surged 16 percent, outpacing the global toy market, which grew 7 percent.

The company continued to invest heavily in strategic initiatives and capacity expansion, including the expansion of its factory in China.

On Lego's 2025 performance in China, CEO Niels B. Christiansen said that the company continues "to be committed to the long-term development of our activities there, including building our brand, and investing in and enhancing our retail footprint with our 450 stores".

Globally, the company attributed the growth to its "innovative and extensive portfolio", strong brand equity and operational efficiency, with Christiansen adding that "we delivered these results by being both creative in product innovation and efficient in operations".

In 2025, LEGO launched its largest-ever portfolio, encompassing more than 860 products, roughly half of them new. Also last year the company entered a strategic partnership with Formula 1, rolling out promotions at more than 20 Grand Prix events. Data shows that in recent years, F1 has seen a huge surge in popularity among younger people.

The company has announced a partnership with F1 Academy targeted at younger racing fans for 2026, with Esmee Kosterman, driver of the Lego car at the academy, saying the sport is attracting a more diverse audience, with 42 percent of Formula 1's fanbase now consisting of women.