HeadwaterCompany strategiesBuild yours

LEGO Group

Growth, footprint, and sustainable materials, 2025 to 2027

Inspire and develop the builders of tomorrow through the power of play
The LEGO Group’s mission

Growth, footprint, and sustainable materials

The LEGO Group had record sales of DKK 83.5 billion in 2025, up 12%, and DKK 41.9 billion in the first half of 2026, up 21%. It says it grew more than twice as fast as the toy market. It is spending some of that growth on new factories, more stores and attractions, and more renewable and recycled materials, which made up 52% of the materials it bought in 2025.

Innovating the brand and play

  1. 11x
    PortfolioLaunch its largest portfolio to date, with appeal for builders of all ages and interests.
  2. 21x1x
    PartnershipsPartner with sport and entertainment brands, including Formula 1, the F1 Academy, and the FIFA World Cup 2026.,
  3. 31x1x1x
    Smart playDevelop the LEGO System in Play with interactive technology, as with the LEGO SMART Play platform.

The LEGO Group sold more than 860 products in 2025, around half of them new, and launched more than 330 new products in the first half of 2026.,

Consumer sales rose 16% in 2025, against 7% for the toy market, and 22% in the first half of 2026.,

The RepTrak Company named it the most reputable company for the fourth consecutive year.

1

Revenue grew 21% in the first half of 2026

Operating profit grew 22%, while the LEGO Group kept spending on factories, stores, and sustainability. Choose a measure to compare the two halves.

DKK 41.9bn

up 21%, and 26% in constant currency

From DKK 34.6 billion in the first half of 2025.

One brick is DKK 2 billion.

First half 2025DKK 34.6bnFirst half 2026DKK 41.9bn

1,106 LEGO stores worldwide

The LEGO Group opened more stores in the first half of 2026. It also works with retail partners, with interactive demonstrations in their shops.

1106

2025

  1. 2025

    A new factory and regional distribution centre opens in Vietnam

  2. 2025

    Existing factories expanded in Hungary, Mexico, and China

2026

  1. February 2026

    29 Discovery Centres in nine countries join the LEGO Group

  2. June 2026

    The Kornmarken Campus opens in Billund, 100,000 m²

2027

  1. 2027

    The Billund solar park, 160,000 panels and 99 GWh a year, is to be operational

  2. 2027

    The Virginia factory and regional distribution centre are to open

  3. 2027

    The remaining packaging lines are to move to paper-based bags

52% of brick materials were renewable or recycled in 2025

The share rose from 33% in 2024, mainly because the LEGO Group bought more certified mass balance and segregated materials. Each brick is 1% of the material it bought to make bricks.

52%

  • Less virgin fossil-based material was used in 2025 than in 2022, while revenue grew 29%.
  • Sustainability investment in 2025 was up 20% on 2024 and more than three times that of 2022.

  1. Spend the growth on the next capacity, and say so.

    The LEGO Group put DKK 9.2 billion into factories and facilities in 2025 and DKK 4.6 billion in the first half of 2026, and describes its profit as leaving room for that: operating profit up 22% while it kept spending on strategic initiatives. We recommend naming what a good year is spent on, so it is a decision and not a windfall.

  2. Publish the target and the stage you are at.

    The share of renewable and recycled material in the bricks went from 33% to 52% in a year, and the releases say how: more certified mass balance and segregated materials, with mass balance defined in a footnote. The paper bags and the Billund solar park each have a year, 2027. We recommend giving every long project a date and a plain definition, so progress can be checked against the same words.

  3. Compare yourself with the market, not with last year.

    The LEGO Group reports consumer sales up 16% in 2025 next to a toy market up 7%. A 12% rise in revenue says how large the company grew; consumer sales up 16% beside a market up 7% says how it did against everyone else. We recommend a reference outside the company for every headline number, so the plan is measured by what it wins and not just by what it grows.

Sources

  1. 1. The LEGO Group (2026). Strong demand and brand relevance drive LEGO Group revenue up 21%, operating profit up 22% in H1 2026. lego.com, 25 August 2026. lego.com
  2. 2. The LEGO Group (2026). The LEGO Group delivers record results in 2025 driven by strong brand and innovative portfolio. lego.com, 10 March 2026. lego.com

Headwater is not connected with the LEGO Group. LEGO, the LEGO logo, the Minifigure, LEGOLAND, and DUPLO are trade marks of the LEGO Group. Updated 28 September 2026.

All company strategies