LEGO Reveals The Top 5 Performing LEGO Themes of 2021 So Far

LEGO has revealed its latest financial results from the 1st January this year to the 30th June this year, covering a total of 6 months. These 6 months have once again been very strong after an even stronger 2020 where the pandemic increased peoples interest in LEGO. However, the most progress has probably been made on the environmental side with the recycled brick and the reconfirmation of paper bags in 2022.

Here are the important stats from the first half of 2021:

  • Consumer sales grew 36%.

  • Revenue grew 46% to DKK 23.0 billion.

  • Operating profit grew 104% to DKK 8.0 billion. Net profit grew 140% to DKK 6.3 billion.

  • Free cash flow was strong at DKK 5.8 billion.

  • Market share gains globally and in the largest markets.

  • With the LEGO Foundation, donations of DKK 1.5 billion YTD to support children’s development via learning through play.

The LEGO Group CEO, Niels B. Christiansen gave his verdict on the successful start to 2021 by saying "We are very pleased with the progress we made across all areas of the business. Our performance was driven by strong demand for our portfolio, which has attracted new builders to the LEGO brand. Our year-on-year growth benefited from fewer COVID-related restrictions compared with 2020 as our factories operated uninterrupted and the majority of retail stores re-opened."

"We also saw the benefits of multi-year investments in e-commerce, product innovation and a global supply chain network. Our strong financial performance now allows us to accelerate strategic investments in sustainability and digitalisation."

He further continued by saying "We are especially grateful for our amazing team. Despite all the challenges and uncertainties of the past six months, they worked extraordinarily hard to bring play to more families around the world."

It was also a good 6 months for five themes in particular - LEGO City, Star Wars, Technic, Creator Expert and Harry Potter were the best selling themes. Creator Expert in particular has expanded a lot over the last year and a half and has clearly worked well. What might be a surprise is that Harry Potter is ahead of Marvel and Super Mario but either way, all these themes will be introducing paper bags in their sets from next year.