Lego posts bumper profits as it hopes tie-ups with Nike and Formula 1 will help it ‘stay relevant’

By DAILY MAIL CITY & FINANCE REPORTER

Updated: 23:25 GMT, 11 March 2025

Tie-ups with Nike and Formula 1 will help Lego ‘stay relevant’, the company said yesterday, as it revealed bumper profits and record sales for last year.

The world’s biggest toymaker said 2024 was an ‘exceptional year’. Revenue at the Danish company soared 13 per cent to £8.4billion driven by strong demand in the Americas, Europe and the Middle East.

Lego profits surged 10 per cent to £2.1billion as it outperformed the rest of the toy industry. 

Of Lego’s portfolio of 840 products, the best-selling themes during 2024 included its Star Wars and Harry Potter sets, and Lego Icons, which includes a Pac-Man set and a Lamborghini.

And this year the company expects to launch its first sets in partnership with Nike and Formula 1, saying it is working hard to ‘stay super relevant’.

Chief executive Niels Christiansen shrugged off the impact of tariffs, saying the business will not ‘panic’ over Donald Trump’s trade policy.

Hot blocks: Lego said 2024 was an ‘exceptional year’ as revenue at the Danish company soared 13% to £8.4bn driven by strong demand in the Americas, Europe and the Middle East

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Lego posts bumper profits as it hopes tie-ups with Nike and Formula 1 will help it ‘stay relevant’

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