Core Viewpoint - Lego A/S reported record half-year revenue of approximately 34.6 billion Danish kroner (about 5.4 billion USD) for the first half of 2025, indicating strong growth compared to the previous year's revenue of 4.8 billion USD [1][2] Group 1: Financial Performance - The company's consumer sales increased by 13% year-on-year in the first half of 2025, reflecting an expanding market share [1] - Operating profit for the first half of 2025 reached 9 billion Danish kroner, a 10% increase year-on-year, while net profit also grew by 10% to 6.5 billion Danish kroner [1] Group 2: Market Strategy - Lego plans to enhance its investment in the Asian market, recognizing its importance in the company's growth strategy [1][2] - The company opened its first stores in major Indian cities and established a new factory in Vietnam to capitalize on the growing middle class in the region [1][2] - The new factory in Vietnam is Lego's first large-scale manufacturing facility in Southeast Asia, aimed at supporting growth in the Asia-Pacific region [2] Group 3: Supply Chain and Manufacturing - Lego's manufacturing strategy includes a diversified global footprint, with most products sold in the U.S. currently produced in Monterrey, Mexico [2] - A new factory and regional distribution center in Virginia, USA, is planned to be operational by 2027, which will change the current manufacturing dynamics [2][4]