Lego Sales Growth Outpaces Global Toy Market to Hit New Record

Lego has reported record sales for the first half of the year, with consumer sales rising 22%, according to the company. The results were attributed to the launch of hundreds of new products, along with strong performance from both its homegrown themes and licensed properties. Lego said the momentum held across age groups, suggesting demand is broad rather than limited to a single segment. The company’s push for variety—new sets and familiar franchises—appears to be widening its lead even as competition in the wider toy market remains intense. Lego’s half-year record sets a high bar for the months ahead.