Lego Reports Record Sales and Expands Global Reach

The toymaker achieved a 13% revenue increase in 2024, driven by new product lines, partnerships, and market share growth despite industry challenges.

Lego's revenue grew to 74.3 billion Danish kroner ($10.8 billion) in 2024, marking a 13% increase, while the global toy market contracted by 1%.
Operating profit rose by 10%, reaching 18.7 billion Danish kroner, with strong demand across the Americas, Europe, and the Middle East.
Popular product lines included Star Wars, Harry Potter, and the newer Botanicals collection, which attracted more teenage girls and women.
Strategic partnerships with Nike, Formula 1, and Fortnite have helped Lego broaden its appeal, including 87 million players engaging with its Fortnite video game tie-in.
Lego is expanding its global footprint with new factories in Vietnam and Virginia, alongside upgrades to existing sites in Mexico, China, and Hungary.