LEGO's strength is driven by strong brand equity, innovative new products, strategic partnerships and excellent retail execution, which has enabled the company to significantly outperform the growing toy market and increase its market share. The company has developed an incredibly efficient supply chain with facilities in Mexico, Hungary, Vietnam, and a planned facility opening in Virginia in 2027, allowing it to produce products closer to their final retail destinations.
Cyborg Score Rationale
LEGO achieved record double-digit revenue and operating profit growth in 2025, with demand strong across all market groups, significantly outperforming the toy market. Consumer sales increased 16%, outpacing the toy market which grew 7%. The company continued to grow revenue while dramatically accelerating profit growth, with rising margins for the first time in years.
Top Insights
In 2025, LEGO Group's revenue amounted to approximately 11.17 billion euros (83.5 billion Danish kroner), representing 12% growth year-over-year.
Formula 1 partnership products launched in 2025 (March 2026 reporting) with activations at 20+ Grand Prix events, and a new F1 Academy partnership was announced for 2026.
LEGO increased renewable and recycled content in brick materials to 52% in 2025 from 33% in 2024, enabling less virgin fossil-based materials use despite 29% revenue growth since 2022.
In 2026, LEGO is introducing sets based on Pokémon, Lord of the Rings, and The Legend of Zelda, plus launching LEGO Smart Brick—a high-tech brick with sensors that react to movement and play sounds in new Star Wars sets.
Named Competitors
Mattel Toy Portfolio — Major toy manufacturer competing across action figures, dolls, and vehicles
Hasbro Toy Portfolio — Global toy and entertainment company with multiple brands and franchises
Mega Construx — Building block competitor in the construction toy category
Recent Developments
(March 2026) Record 2025 full-year results with 12% revenue growth to €11.17 billion and 18% operating profit increase
(February 2026) Completed acquisition of 29 LEGO Discovery Centres and LEGOLAND Discovery Centres from Merlin Entertainments across nine countries, attracting ~5 million visitors annually
(January 2026) Announced new partnership with F1 Academy to launch LEGO Racing to the track in 2026
(2025) Launched Formula 1 brick sets and partnership activations at 20+ Grand Prix events
Open the full interactive The LEGO Group report
Strategic research, analyst-debate audio, full Cyborg Score breakdown across 11 dimensions, and saved-company audio playlists.