Danish toymaker LEGO has reported record half-year revenue of 34.6 billion kroner (US$4.8 billion) for the first half of 2025, surpassing competitors Mattel and Hasbro. Consumer sales rose by 13 per cent, with growth recorded across all major markets.
Chief executive Niels Christiansen highlighted Asia as central to LEGO’s long-term growth strategy, citing rising living standards and a growing middle class. This year, the company opened its first stores in Delhi and Bangalore and inaugurated a new factory in Vietnam, its first in Southeast Asia. The plant is expected to serve as a backbone for growth in the broader Asia-Pacific region.
Christiansen noted that while awareness of LEGO in countries such as China and India is still developing, the region represents a clear long-term opportunity. Sales in China have also rebounded after a challenging year in 2024.
The Vietnam factory is part of LEGO’s broader strategy to strengthen regional supply chains and reduce exposure to global trade tensions. “Based on the way we have factories around the world, we have some flexibility to handle some of the things that are happening right now,” Christiansen said.
