Lego builds record earnings from botanical-themed bricks and brand deals
In the first half of 2025, Lego, the renowned toymaker, experienced a significant boost in sales, attributed to the introduction of plant-themed bricks and strategic partnerships with notable brands like Formula 1 and the beloved children’s series “Bluey.” This surge in revenue resulted in a remarkable 12% increase, culminating in a record-breaking $34.6 billion in Danish kroner, equivalent to $5.44 billion in U.S. dollars, as reported by Lego on Wednesday. Consumer sales also saw a notable 13% growth during this period.
Lego CEO Niels Christiansen credited this growth to the company’s extensive and innovative product range, which continues to resonate with individuals of all ages and interests. In addition to their successful product offerings, Lego expanded its physical retail presence by inaugurating 24 new stores in the first half of the year, bringing their total store count to 1,079 outlets worldwide.
One of the standout product lines driving Lego’s sales is the Botanical collection, which has been a consistent bestseller since its debut in 2021 with sets like the flower bouquet and bonsai tree. The latest additions to this plant-themed series include hibiscus flowers, roses, succulents, and more. The Botanicals theme witnessed particularly high demand during shopping occasions such as Valentine’s Day and Mother’s Day.
In another strategic move, Lego ventured into the world of Formula 1 by offering sets of all 10 official team cars from the prestigious racing series. This collaboration with F1, initiated in 2024, proved to be a significant contributor to Lego’s sales performance in the first half of 2025.
Furthermore, Lego’s partnership with the popular Australian animated children’s show “Bluey” resulted in the introduction of six playsets tailored for kids aged 2-5, featuring figurines of the main canine characters from the series. Looking ahead, Lego is set to expand its brand collaborations with a multiyear partnership with Pokémon, the globally recognized Japanese franchise that has captivated audiences for over 25 years.
The surge in Lego sales during the COVID-19 pandemic, as families sought indoor entertainment options, solidified the company’s position as the world’s leading toymaker. Surpassing competitors like Mattel, Hasbro, and Bandai Namco, Lego continues to uphold its legacy as a family-owned business founded by Ole Kirk Kristiansen in 1949.
As Lego continues to innovate and forge strategic partnerships, its market dominance and appeal to consumers remain unwavering. The company’s commitment to creativity and quality products ensures a bright future in the ever-evolving toy industry.
