{"id":61042,"date":"2025-08-31T21:54:22","date_gmt":"2025-08-31T21:54:22","guid":{"rendered":"https:\/\/www.africa-press.net\/lesotho\/all-news\/lego-sees-record-sales-and-growing-market-share"},"modified":"2025-08-31T22:20:20","modified_gmt":"2025-08-31T22:20:20","slug":"lego-sees-record-sales-and-growing-market-share","status":"publish","type":"post","link":"https:\/\/www.africa-press.net\/lesotho\/all-news\/lego-sees-record-sales-and-growing-market-share","title":{"rendered":"Lego Sees Record Sales and Growing Market Share"},"content":{"rendered":"

Africa-Press – Lesotho. <\/strong><\/span>Danish toymaker Lego, the world\u2019s biggest, posted record sales for the first half of the year and continues to gain market share despite global volatility, its chief executive told AFP.<\/p>\n

\u201cOver the last several years, we have been able to outgrow the market and take market share pretty consistently,\u201d Niels Christiansen said in an interview.<\/p>\n

\u201cI don\u2019t think we are at the end of it.\u201d<\/p>\n

In the first six months of the year, the global toy market expanded by 6.9 percent, with Lego\u2019s share growing \u201cat twice that rate\u201d, Christiansen added.<\/p>\n

In the January-June period, the maker of the colourful plastic bricks saw its net profit jump 10 percent from a year earlier to nine billion kroner ($1.39 billion).<\/p>\n

Sales rose by 12 percent to a record 34.6 billion kroner, its sixth straight increase for a half-year period.<\/p>\n

\u201cThere\u2019s been challenges and there\u2019s been volatility in the world, but I think our operating model and the dedication throughout has been really good,\u201d Christiansen said.<\/p>\n

Unlike US competitors Hasbro and Mattel, Lego had no complaints about the impact of US tariffs, which President Donald Trump raised to a minimum of 10 percent on imported products as of April 1.<\/p>\n

The Danish group, which is building a new factory in Virginia, saw double-digit growth in the United States, where its products currently come mainly from its Mexico factory.<\/p>\n

\u201cIt\u2019s not necessarily volatility or tariffs that make a difference between players on the market. I think for our purpose, we have seen a very broad-based growth,\u201d Christiansen said.<\/p>\n

He attributed the company\u2019s robust health to its extensive portfolio \u2014 it added 314 new Lego sets in the first half \u2014 as well as the brand\u2019s strong reputation and the opening of 24 new stores, bringing its total to 1,079 worldwide.<\/p>\n

Lego soared during the Covid pandemic to become the world\u2019s biggest toymaker, according to market analysis firm Statista, ahead of Japan\u2019s Bandai Namco and Mattel and Hasbro.<\/p>\n

Franchises like Lego Star Wars and Harry Potter, along with partnerships \u2014 notably with the video game Fortnite \u2014 have cemented the Danish toymaker\u2019s brand among consumers.<\/p>\n

The unlisted family-owned company dates to 1949 and is run by the heirs of founder Ole Kirk Christiansen.<\/p>\n

For More News And Analysis About Lesotho<\/span> Follow Africa-Press<\/span><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Africa-Press – Lesotho. Danish toymaker Lego, the world\u2019s biggest, posted record sales for the first half of the year and continues to gain market share despite global volatility, its chief executive told AFP. \u201cOver the last several years, we have been able to outgrow the market and take market share pretty consistently,\u201d Niels Christiansen said […]<\/p>\n","protected":false},"author":84,"featured_media":61041,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,9],"tags":[245],"class_list":["post-61042","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-news","category-miscellaneous","tag-lesotho"],"yoast_head":"\nLego Sees Record Sales and Growing Market Share - Lesotho<\/title>\n<meta name=\"description\" content=\"Danish toymaker Lego, the world\u2019s biggest, posted record sales for the first half of the year and continues to gain mark ...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.africa-press.net\/lesotho\/all-news\/lego-sees-record-sales-and-growing-market-share\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lego Sees Record Sales and Growing Market Share\" \/>\n<meta property=\"og:description\" content=\"Danish toymaker Lego, the world\u2019s biggest, posted record sales for the first half of the year and continues to gain mark ...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.africa-press.net\/lesotho\/all-news\/lego-sees-record-sales-and-growing-market-share\" \/>\n<meta property=\"og:site_name\" content=\"Lesotho\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/AfricaPressTunisiaa\" \/>\n<meta property=\"article:published_time\" content=\"2025-08-31T21:54:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-31T22:20:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/static.africa-press.net\/lesotho\/sites\/62\/2025\/08\/sm_1756662486.385203.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"576\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"cfeditoren\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"cfeditoren\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.africa-press.net\/lesotho\/all-news\/lego-sees-record-sales-and-growing-market-share#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.africa-press.net\/lesotho\/all-news\/lego-sees-record-sales-and-growing-market-share\"},\"author\":{\"name\":\"cfeditoren\",\"@id\":\"https:\/\/www.africa-press.net\/lesotho\/#\/schema\/person\/068c7ab4e9634ae78ec5d54ec46598bb\"},\"headline\":\"Lego Sees Record Sales and Growing Market Share\",\"datePublished\":\"2025-08-31T21:54:22+00:00\",\"dateModified\":\"2025-08-31T22:20:20+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.africa-press.net\/lesotho\/all-news\/lego-sees-record-sales-and-growing-market-share\"},\"wordCount\":385,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.africa-press.net\/lesotho\/all-news\/lego-sees-record-sales-and-growing-market-share#primaryimage\"},\"thumbnailUrl\":\"https:\/\/static.africa-press.net\/lesotho\/sites\/62\/2025\/08\/sm_1756662486.385203.jpg\",\"keywords\":[\"Lesotho\"],\"articleSection\":[\"all news\",\"miscellaneous\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.africa-press.net\/lesotho\/all-news\/lego-sees-record-sales-and-growing-market-share#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.africa-press.net\/lesotho\/all-news\/lego-sees-record-sales-and-growing-market-share\",\"url\":\"https:\/\/www.africa-press.net\/lesotho\/all-news\/lego-sees-record-sales-and-growing-market-share\",\"name\":\"Lego Sees Record Sales and Growing Market Share - 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