Lego Group grew its revenue by double digits in 2025. The toymaker owes its success to these 2 bold strategies

Core Insights - The Lego Group reported a 12% year-over-year increase in revenue for 2025, reaching 83.5 billion DKK (approximately $13.2 billion), up from 74.3 billion DKK (approximately $11.6 billion) in 2024 [1] - Operating profit rose by 18% and net profit increased by 21% year-over-year, with consumer sales up by 16%, attributed to an innovative product line [2] Group 1: Financial Performance - Revenue for 2025 was 83.5 billion DKK, a 12% increase from 2024's 74.3 billion DKK [1] - Operating profit increased by 18% year-over-year [2] - Net profit rose by 21% year-over-year [2] Group 2: Product Innovation and Demand - Lego launched over 860 products in 2025, with about half being new, contributing to its growth [3] - Popular product lines included Star Wars, cityscape, and botanicals, along with new items from the Formula 1 partnership [3] - Consumer sales increased by 16%, driven by high demand across various market groups [2] Group 3: Operational Efficiency - The company has a resilient global supply chain with six factories and five distribution centers worldwide, including a new factory set to open in Virginia in 2027 [4] - Each factory supplies products tailored to its immediate region, allowing for lower costs [4] Group 4: Brand Strength and Market Position - The strength of the Lego brand and an effective operating model contributed to high demand [5] - The company is also appealing to adult consumers, with products designed specifically for those aged 18 and older [5]