Small Lego plants.
James Manning – Pa images | Pa | Getty images
Flowers, succulents and Formula One race cars helped boost 12% revenue for Lego during the first half of the year.
The company reported a record of 34.6 billion Danish certifiers, or $ 5.4 billion, in revenues as part of its biannual profit report on Wednesday. The operational gain increased 10% year after year to 9 billion Danish Kroner, or $ 1.4 billion, the company said.
“It's the best first half of history,” said the CEO of Lego, Christiansen, to CNBC. “It is a record of income, a record on operational profits, is a record about net profits … So, we are very happy.”
The brick manufacturer launched 314 new sets during the first six months of the year, another record. LEGO has constantly added a new product to its wallet, brancing in home decoration with wall art games. He has also added new license partners and has launched sets linked to the animated children's program “Bluey” and the anime “One Piece”, fans favorite.
Below is an association of several years with Pokemon, due to successful shelves in 2026.
“You can always find something you really like, the pop culture in which you are or the point of passion you have,” said Christiansen. “That works very well.”
By expanding its product catalog, Lego has also grown its consumer base. The entrance doors to the brand, such as its botanical line (plants, bouquets of flowers and succulents, and its continuous association with epic games, which leads Lego to the digital space and elements of the popular Fortnite video game in the physical world, have encouraged newcomers to the brick construction space, said Christianen.
“Then they discover what it is and what they do for them, how it allows them to express themselves, but also to be dismissed and focus on things in a different way,” he said. “Then, botanical sets turn out to be good to recruit new consumers in the brand, and then, as soon as they build their botanical set, they can build something else.”
Lego opened 24 new stores worldwide during the first six months of the year. The company has been opening more physical retail locations in areas that, unlike the United Kingdom and the United States, did not grow with iconic bricks. This includes countries like China and India.
Having brick and mortar places where children and adults can have in their lay hands and see the available sets have previously helped to boost sales.
