After posting record half-year sales figures on Wednesday, Lego said it would sustain its momentum by doubling down on the market in Asia.
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The Danish toymaker announced 34.6 billion kroner (US$5.4 billion) in revenue for the first half of 2025 – higher than those of rivals Mattel and Hasbro, and up from US$4.8 billion for the first half of last year. Consumer sales also increased by 13 per cent.
While the toymaker expanded its market share in every major geography, Chief Executive Officer Niels B. Christiansen pointed to Asia as playing an important role in Lego’s growth strategy.
“There are a lot of children in Asia, and living standards are going up,” Christiansen said in an interview. “That makes Lego more relevant.”
To capitalise on the region’s booming middle class, Lego opened its first stores in Delhi and Bengaluru earlier this year, as well as a new factory in Vietnam. It also reported positive sales in China after struggling in the country in 2024.
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“China, India and many Asian countries are only now seeing the first generation grow up with Lego, so building awareness takes longer,” he said. “But it’s a clear long-term bet.”