LEGO kicked off 2025 in a big way, recording record first-half revenues. The Danish toymaker said most of the credit was due to a string of astute brand collaborations, which have kept it firmly at the center of playtime and popular culture.
In a business environment that’s been tough on many consumer products companies, LEGO’s performance is a standout. The company reported its highest-ever first-half revenues, underpinned by high demand for its franchise-based offerings and an expanding direct-to-consumer business. It’s a sign that LEGO’s strategy of combining old-school brick-building with new-school storytelling is still paying dividends.
Familiar franchises and fresh appeal
Why are the numbers so high? One of the reasons for LEGO’s success has been its ability to tap into global entertainment trends. Decades-long partnerships with franchises like Star Wars, Super Mario, Harry Potter, and the Marvel universe have given LEGO access to a broad and occasionally multi-generational audience.
The Super Mario series, in particular, continues to be a best seller. The combination of physical bricks and digital interaction has made the Super Mario series especially popular among children and nostalgic adults who played the original Nintendo games as kids. The Harry Potter and Star Wars franchises are also personal favorites, with complex models also acting as collectibles for older enthusiasts.
These alliances have allowed LEGO to move beyond simple toy production. Instead, it has become a cultural brand—one that looks as at home on a streaming screen or Comic-Con shelf as it does in a playroom.
Online Sales and Digital Reach
LEGO has also benefited from its growing focus on e-commerce. Its website, LEGO.com, is now one of its strongest sales channels, offering special products and bespoke experiences that cannot be found elsewhere. The company has spent significant amounts of money on its online channels, making it easy for customers to look at, buy from, and interact with the brand online.
Aside from selling bricks, LEGO has ventured into digital play. Its builder apps and mobile games, not to mention its game developer partnerships, have opened new channels for fans to engage with the brand, as well as for drawing in a digitally savvy younger generation.
The fusion of physical and digital play is set to be the foundation of the future strategy of LEGO—and a shrewd way to stay current in a competitive market.
A Greener Path Ahead
One reason for LEGO’s strong performance is its commitment to environmental responsibility. Consumers are increasingly conscious of their carbon footprint, and LEGO’s efforts to reduce it have not gone unnoticed.
The company has pledged to produce all of its core range products using sustainable materials by the end of the decade. Recycling plastic and plant-based alternatives is already in the testing stages. While the company has not yet fully implemented these changes across its entire range of products, it is clear that LEGO is adopting a long-term strategy.
Its emphasis on corporate responsibility also seeps into its packaging, bringing more recyclable and paper-based formats across its lines of products.
What’s Next for LEGO?
As the toy world evolves, LEGO’s challenge will be to make its brand partnerships seem fresh—and not merely redundant. With increasing competition from tech-driven entertainment and short attention spans from young fans, LEGO will have to continue to strike that balance between nostalgia and innovation.
But the first half of 2025 has proved that its new path is yielding dividends. By partnering with franchise brands, wagering heavily on its digital platforms, and placing sustainability high on the agenda, LEGO has established a sound foundation—not only for the remainder of 2025, but for future years.
If anything, LEGO has proved that traditional play and modern business acumen can, and do, go hand in hand like a perfectly knitted brick.
