Vegetation, succulents and Formulation One race automobiles helped gas a 12% income bump for Lego all through the primary part of the occasion.
The corporate reported a document 34.6 billion Danish kroner, or $5.4 billion, in income as a part of its biannual income file on Wednesday. Working benefit rose 10% occasion over occasion to 9 billion Danish kroner, or $1.4 billion, the corporate stated.
“It’s the best first half ever,” Lego CEO Niels Christiansen advised CNBC. “It’s a record on revenue, a record on operating profit, it’s a record on net profit. … So, we are very happy.”
The brick maker introduced 314 fresh units all through the primary six months of the occasion, some other document prime. Lego has continuously added fresh product to its portfolio, branching out into house decor with wall artwork units. It has additionally added fresh license companions and excepted units secured to animated kids’s program “Bluey” and fan-favorite anime “One Piece.”
Up after is a multiyear partnership with Pokemon, because of collision cabinets in 2026.
“You can always find something that you really like, the pop culture you’re into or the passion point you have,” Christiansen stated. “That works really well.”
In increasing its catalog of product, Lego has additionally grown its client bottom. Gateways into the emblem corresponding to its series of botanicals — crops, flower bouquets and succulents — and its ongoing partnership with Epic Video games — which brings Lego to the virtual length and parts from the prevailing online game Fortnite into the bodily international — have inspired rookies into the brick-building length, Christiansen stated.
“Then they figure out what it is and what it does for them, how it kind of allows them to express themselves, but also de-stress and focus on stuff in a different way,” he stated. “So botanicals sets turn out to be good at recruiting new consumers into the brand, and then as soon as they build their botanical set, they may move on to building something else.”
Lego opened 24 fresh shops globally all through the primary six months of the occasion. The corporate has been opening extra bodily retail places in boxes that, not like the U.Okay. and the U.S., didn’t develop up with the enduring coloured bricks. This contains international locations corresponding to China and Bharat.
Having brick-and-mortar parks the place youngsters and adults can get their arms on Legos and notice the to be had units has in the past helped bolster gross sales.
