Lego Group is experiencing continued growth, reporting another record turnover in the first half of the year. Despite this success, the company acknowledges increasing competition for children’s time from digital devices and other forms of entertainment.

To maintain its position, Lego aims to offer engaging play experiences that can compete with the allure of smartphones and tablets. The company’s CEO, Niels B. Christiansen, emphasizes the need to create exciting products that encourage children to put down their phones and engage with physical toys.

Examples of successful Lego sets that have captured children’s attention include those featuring characters from Fortnite and Jurassic Park.

Lego’s growth has significantly outpaced the overall toy market. In the past five years, Lego’s sales have increased by 108 percent, while the toy market as a whole has grown by 18 percent.

To meet the increasing demand, Lego opened a new factory in Vietnam in April and plans to open another in the USA in 2027. These expansions are expected to provide sufficient production capacity for the coming years.

While turnover grew by 12 percent in the first half of the year, CFO Jesper Andersen anticipates more moderate growth for the full year of 2025. The company projects high single-digit turnover growth, but notes that predictions are difficult to make.