The LEGO Group: Consumer Demand & Supply Chain Expansion

The LEGO Group has achieved double-digit top-and bottom-line growth in the first half of 2025.

Demand for the product is soaring, making it the top company in the toy industry, particularly in Western Europe and CEEMEA (Central and Eastern Europe, Middle East and Africa). 

LEGO Group already has plans to remain the leader in both short- and long-term growth, with strategic spending on a range of initiatives.

Meeting consumer demand

The LEGO Group has had a very successful six months, seeing a significant increase in profit and revenue. 

Whilst doing so, it has also been investing into sustainable, retail and digitalisation initiatives.

This has been achieved by the launching of 314 new LEGO sets in the first half of 2025 alone, a new record for the toy company. 

The company caters to people of all ages with a range of different interests, meaning the portfolio spans almost every theme.

In particular, LEGO® Botanicals was popular around Valentine's Day and Mother's Day, whereas the brand saw success after product launches at Grand Prix races as part of its Formula 1 partnership. 

In 2026, LEGO® Pokémon will become available after the announcement of the multi-year collaboration between LEGO and The Pokémon Company. 

With its campaign "She Built That", the LEGO Group encouraged girls to unleash their creativity to build whatever interests them. 

For years, LEGO has been paying attention to its consumer base in order to cater to their interests, with popular themes like LEGO® Star Wars™ and its new partnership with BLUEY. 

Its ever-growing portfolio of brands and themes is showing it can adapt to consumer demand, explaining why it is that this toy company stays number one. 

Niels B Christiansen, CEO of LEGO Group, says: “We are very pleased to have maintained our strong performance in the first half of 2025, winning share in the global toy market. This growth is driven by our large and innovative range of products that continues to be relevant across ages and interests.

“With the solid financial foundation we have built over several years, we continue to invest in capacity expansions and strategic initiatives that fuel our growth. Above all, the results reflect the enduring dedication and passion of our more than 31,000 colleagues around the world who have stayed focused on reaching more children with inspiring LEGO play experiences.”

Supply chain expansion

The LEGO Group is expanding its business and ensuring it remains a global presence. 

In April, it opened a new state-of-the-art factory in Vietnam which takes up 150,000 square miles. 

This venture will help stabilise the LEGO market growth in the Asia-Pacific region, ensuring it will be a long-term development.

It is also on track for a new factory in Virginia, US as well as a regional distribution centre. This US$1.5bn investment into Virginia emphasises the Danish company's presence in the US. 

Moreover, it is expanding its factories in Mexico and Hungary.

The LEGO Group opened a head office in Boston, US, in order to support its American staff and ensure it stays a well-oiled machine.

A further 24 stores were opened around the world, taking the total LEGO Group number to 1,079 branded stores within 54 markets.

The company is also ensuring it provides a great brand experience for its consumers, from the shop floor - or webpage - to the finished, assembled product. Through investing in new technologies, it is building more efficient platforms to provide a more satisfying user experience. 

Sustainable growth

As part of its growing supply chains, The LEGO Group is actively working to reduce its environmental impact. 

Carsten Rasmussen, Chief Operating Officer at LEGO Group, adds: "We opened LEGO Manufacturing Vietnam in April, our sixth, most environmentally sustainable factory to date. We are also on track to have 60% of all materials purchased by the end of 2025 produced with sustainable sources.

"In H1 alone we more than doubled the share of renewable content compared to H1 2024." 

LEGO is moving away from new, fossil-based materials and has introduced rSEBS, which is a more sustainable material for certain LEGO tyres. It is made from used fishing nets, ropes and engine oils as a way to reduce waste and increase circularity.

Moreover, it will be introducing e-methanol to create some of its more rigid LEGO pieces, like hands and wheel axels. This material uses CO₂ from bio-waste mixed with renewable energy in order to cut down emissions and implement sustainable supply chains. 

Niels adds: "Children and their parents rightly expect us to play our part in shaping a more sustainable future. We remain fully focussed on our mission to inspire and develop children everywhere – which includes ensuring that future generations inherit a healthy planet.

"We are privileged to be in a strong position to deliver on this mission – investing significantly in sustainable growth now and for the future.”

LEGO's global dominance is growing, but it is ensuring its global impact remains a positive one.

With the rapid expansion and the significant investments, the company's financial success is sure to continue in the second half of the year.