Lego reported a record first-half revenue of 41.9 billion Danish kroner (approximately $6.54 billion), marking a 21% increase compared to the previous year. The company's operating profit also rose by 22% year over year to 10.9 billion Danish kroner (around $1.7 billion).
This growth is attributed to popular product lines such as botanical bouquets and Formula 1 race cars, as well as new initiatives like the Smart Play platform, which integrates technology into their sets. Lego's partnerships with brands like Pokemon and Epic Games are expanding its reach into new demographics, including both children and adults.
CEO Niels Christiansen emphasized that these collaborations are attracting new consumers while retaining existing ones. The company launched a record 332 new sets in the first half of the year, catering to various price points, which has helped Lego appeal to a broader audience.
Despite economic uncertainties, Lego is experiencing strong sales across its product range, indicating robust demand and effective market strategies