Lego just put up another banner year — with help from a behind-the-scenes secret weapon.
The Danish company on Tuesday reported a 12% jump in revenue to 83.5 billion Danish kroner, or $12.9 billion, for fiscal year 2025. Operating profit rose 18% year over year to 22 billion Danish kroner, or $3.4 billion, the company said.
“When we look at the growth area, it’s kind of pretty broad-based in the sense that it’s not one product or one theme, it’s pretty much across the board,” Lego CEO Niels Christiansen told CNBC.
Lego’s consumer sales jumped 16%, outpacing the overall toy market’s 7% growth over the same period, the company reported. Lego has steadily outperformed the toy industry since the pandemic, growing its market share and its space on retail shelves.
The brickmaker’s secret: a combination of trendspotting and a streamlined supply chain.
