Danish toy giant Lego reported a 21% increase in revenue to 41.9 billion Danish kroner ($6.54 billion) and a 32% rise in net profit to 8.6 billion kroner for the first half of the year, achieving growth in both revenue and profit. Products themed around the soccer World Cup and Formula One attracted new customers, boosting performance. Lego's strategy of partnering with movies and popular series, along with increased production of adult-oriented sets, has led to growth surpassing competitors like Mattel and Hasbro in the U.S., expanding its market share. CEO Niels Christiansen said, "The product portfolio is very strong, and we have successfully captured new popular areas." In the first half, Lego launched over 330 new sets, including a $199.99 replica of the World Cup trophy and Pokemon sets. However, rising plastic costs due to high oil prices stemming from the situation in Iran could impact the second half of the year.
Hasbro IncLego's growth surpasses competitors like Hasbro, expanding market share.
Mattel IncLego's growth surpasses competitors like Mattel, expanding market share.
