Tiny plants plants by LEGO.
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Flowers, succulent plants and Formula 1 racing cars helped feed a 12% income bump for Lego during the first half.
The company declared a record of 34.6 billion Danish Kroner, or $ 5.4 billion, income within the framework of its report on biannual profits on Wednesday. Operating profit has increased by 10% from one year to the other to 9 billion Danish Kroner, or $ 1.4 billion, the company said.
“This is the best first half of all time,” said Lego CEO Niels Christiansen, at CNBC. “This is a record on income, a record on operating profit, it is a record on net profit. … So we are very happy.”
The brick manufacturer launched 314 new sets in the first six months of the year, another record. Lego has regularly added a new product to its wallet, walking in interior decoration with sets of wall art. He also added new license partners and published sets related to the animated program for children “Bluey” and the favorite anime of “One Piece” fans.
The next step is a multi -year partnership with Pokemon, due to its shelves in 2026.
“You can always find something you really like, the pop culture in which you are or the point of passion you have,” said Christiansen. “It works very well.”
By expanding its product catalog, Lego has also developed its consumer base. The bridges in the brand such as its range of plants – plants, bouquets of flowers and succulents – and its continuous partnership with Epic Games – which brings Lego to the digital space and the elements of the popular video game Fortnite in the physical world – have encouraged new arrivals in the space of brick creation, said Christiansen.
“Then they discover what it is and what it does for them, how it allows them to express themselves, but also to relax and focus on things in a different way,” he said. “Thus, the sets of plants prove to be good to recruit new consumers in the brand, then as soon as they build their botanical whole, they can move on to something else.”
Lego has opened 24 new stores worldwide in the first six months of the year. The company has opened more retail sites in areas which, unlike the United Kingdom and the United States, have not grown up with emblematic colored bricks. This includes countries like China and India.
Having brick and mortar places where children and adults can get their hands on Legos and see the available sets previously helped strengthen sales.