The LEGO Group Overview
Pro stress-test →The LEGO Group is a privately held consumer product company engaged in the manufacture and distribution of toys, video games and online games, as well as creativity development products for children. LEGO is one of the top ranked major toy companies in the world based on revenue, ahead of companies such as Mattel and Hasbro. The company achieved double-digit growth in revenue and operating profit in 2025 (March 2026 reporting).
Strategic Profile
Pro stress-test →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.
Competitive Landscape
Pro stress-test →LEGO is ahead of major competitors Mattel and Hasbro in toy industry revenue ranking. Licensed products comprised 37% of the global toy market in 2025, with the building sets category growing 18% for the sixth consecutive year, though other providers cannot come close to LEGO's market-dominating position.
Industry Context
The LEGO Group operates in Toy Manufacturing & Entertainment.
Key facts
Founded: 1932 · Headquarters: Billund, Denmark · Employees: 29,112 · Revenue: $12.9B (2025 fiscal year ending March 2026)