Record lift for Danish firm comes as sales for UK-based Yoto, creator of screen-free speakers for children, almost double
Lego said it could be benefiting from parents’ desire to keep children – and themselves – away from smartphones as sales rose 12%, helped by strong sales of its Botanicals and Formula One grand prix-themed sets.
The Danish toy company said sales increased to a record 34.6bn Danish kroner (£4bn) in the first half of the year, rising well ahead of the recovering global toy market in which sales rose 7%.
The chief executive, Niels B Christiansen, said it was possible the group was benefiting from parents’ desire to keep children away from smartphones amid fears of the negative impact of social media on mental health.
The strong sales of Lego come as Yoto, the UK-based creator of screen-free speakers for children, almost doubled its sales last year to £94.8m and said it expects to reach a profit for the first time in 2025, according to a report in the Financial Times.
