Lego Launches In-House Video Game Development Team Amid Record Sales

The Danish toymaker is expanding its digital footprint as it diversifies beyond physical toys and reports a 13% revenue growth in 2024.

Lego is creating its own video game development division, marking a shift from its reliance on external studios for its digital games.
The company has tripled its software development workforce since 2022, investing heavily in hybrid digital and physical play experiences.
Lego's 2024 revenue grew 13% to DKK 74.3 billion ($10.9 billion), outperforming competitors in a declining global toy market.
Key partnerships, including a popular Lego Fortnite mode and upcoming collaborations with Nike and Formula 1, aim to attract diverse age groups and interests.
Lego's CEO emphasized a long-term approach to innovation and market challenges, including geopolitical uncertainties like potential US tariffs.