Small plant icons by Lego.
James Manning – PA Image | Pa Chitra | Getty images
Flowers, successions and Formula One race cars helped to complete 12% revenue collision for Lego during the first half of the year.
The company on Wednesday reported a 34.6 billion Danish chronner or $ 5.4 billion in revenue as part of its bipolar income report. The company said the operating profit increased to 9 billion Danish chronner or $ 1.4 billion in 10% year.
“This is the best first half” Lego CEO Niels Christiansen told CNBC. “This is a record on revenue, a record on operating profit, it is a record on net profit. … Therefore, we are very happy.”
The brick manufacturer launched 314 new sets during the first six months of the year, another record high. Lego has consistently added new products to its portfolio, branches in home decoration with wall art sets. It has also added new licenses partners and issued sets associated with the animated Children’s program “Bluei” and fan-festive anime “One Peace”.
Due to the hit shelves in 2026, there is a multier partnership with Pokémon.
“You can always find something that you really like, the pop culture you or the passion point you have,” Christiansen said. “It actually works well.”
In expanding its list of products, Lego has also increased its consumer base. Gateway in the brand such as vegetable-plants, flower bouquets and its ongoing partnership with succulent-and epic games, which bring Lego into the physical world for the digital space and popular video games elements, have encouraged new ones in a brick-beding space.
He said, “Then they find out what it is and what it does for them, how it allows them to express themselves, but also focuses on goods in different ways.” “So botany is good in recruiting new consumers in the brand, and then as soon as they build their vegetation sets, they can proceed to create something else.”
Lego opened 24 new stores globally during the first six months of the year. The company is opening more physical retail locations in areas that did not grow up with iconic colored bricks, unlike the UK and the US. This includes countries like China and India.
Near brick-and-mortar locations where children and adults can get their hands on the Lego and see that the available sets have already helped in sale.
