Lego just put up another banner year — with help from a behind-the-scenes secret weapon.The Danish company on Tuesday reported a 12% jump in revenue to 83.5 billion Danish kroner, or $12.9 billion, for fiscal year 2025. Operating profit rose 18% year over year to 22 billion Danish kroner, or $3.4 billion, the company said.”When we look at the growth area, it’s kind of pretty broad-based in the sense that it’s not one product or one theme, it’s pretty much across the board,” Lego CEO Niels Christiansen told CNBC.Lego’s consumer sales jumped 16%, outpacing the overall toy market’s 7% growth over the same period, the company reported. Lego has steadily outperformed the toy industry since the pandemic, growing its market share and its space on retail shelves.[embedded content]The brickmaker’s secret: a combination of trendspotting and a streamlined supply chain.Lego has a hearty licensed product line, featuring sets based on a wide range of popular films, TV shows and video games, as well as a substantial number of in-house brands like its flower arrangements, art pieces and architectural structures.Last year, Lego launched its largest portfolio ever, with more than 860 sets hitting shelves, the company said. Around half of those were new items.In expanding its catalog of products, Lego has also grown its consumer base. Gateways into the brand such as its line of botanicals — plants, flower bouquets and succulents — and its ongoing partnership with Epic Games — which brings Lego to the digital space and elements from the popular video game Fortnite into the physical world — have encouraged newcomers into the brick-building space, Christiansen said.Once there, these customers discover other sets and continue building. And it’s not just kids, adult builders are an important piece of Lego’s sales.Toy experts told CNBC that Lego was ahead of the curve, embracing adults as a key toy consumer long before the industry coined the term “kidult.” Adults buying for themselves account for between 25% and 30% of all global toy sales, according to data from Circana.”We hit re …
