The LEGO Group continued its strong growth streak in 2025, reporting higher sales and profits while expanding its global retail footprint, reinforcing its position as one of the fastest growing brands in the global toy industry.
The Danish toymaker reported revenue of DKK 83.5 billion ($12.9 billion) for fiscal 2025, a 12 percent increase year over year, while operating profit rose 18 percent to DKK 22 billion. Consumer sales grew 16 percent, significantly outperforming the broader toy market, which recorded around 7 percent growth during the same period.
Product Innovation Drives Demand
A key factor behind LEGO’s continued growth is its expanding product lineup. The company launched more than 860 building sets in 2025, its largest portfolio to date, with about half of the products being new introductions.
The range includes sets linked to entertainment franchises, sports partnerships and gaming properties, alongside original themes such as architecture, art and botanical collections. Categories such as Formula One themed sets and the LEGO Botanicals range have helped the company attract new consumers, including adult hobbyists and collectors.
Industry observers note that adult fans now represent a significant portion of LEGO’s global audience, contributing to the strong demand for premium and display focused sets.
Global Store Network Crosses 1,000 Locations
Alongside product innovation, LEGO continues to strengthen its direct-to-consumer strategy through retail expansion. The company operates more than 1,079 branded retail stores across 54 markets worldwide, following a series of new store openings in key markets during 2025.
The network includes a mix of company operated LEGO Brand Stores and franchised “LEGO Certified Stores” run by local partners, particularly in Asia Pacific, the Middle East and Latin America. Globally, more than 400 certified franchise stores operate through third party retail partners, complementing company owned outlets.
Many of the stores focus on experiential retail, featuring build zones, interactive displays and exclusive product launches designed to deepen engagement with the brand.
China and India Drive Expansion
Asia has emerged as a key growth engine for LEGO’s retail strategy. In China alone, the company operates more than 400 stores across over 120 cities, making it one of LEGO’s largest markets for physical retail.
India is also becoming a strategic market. The company currently operates four branded stores in Gurugram, Bengaluru and Chennai, and plans to expand to around 50 stores in the country by 2030 as demand for educational and creative toys rises.
Franchise and Experiential Expansion
Beyond retail, LEGO is also strengthening its experiential footprint. The company recently moved to take control of 29 LEGO Discovery Centres worldwide, indoor attractions that combine themed play zones, workshops and retail stores, attracting millions of visitors annually.
With continued investment in licensed partnerships, product innovation and global store expansion, LEGO has been able to maintain momentum even as many traditional toy companies face slower growth.
