Kasia Davies
Research expert covering global shopping behavior market
LEGO - statistics & facts
LEGO is one of the largest and most widely recognized toy brands in the world. The word “LEGO” is derived from the Danish words “leg godt,” a phrase that translates to “play well.” In 1932, the Dane Ole Kirk Kristiansen founded the LEGO Group and started creating wooden toys. The famous LEGO® bricks and figurines were developed much later, namely in 1958 and 1978, respectively. The company has come along way since the early days, recently celebrating its 90th anniversary, and generating roughly 74 billion Danish Kroner (or seven billion U.S. dollars) of revenue in 2024.
When comparing online stores for toys in the United States in regard to brand awareness, LEGO once again stood at the top of the list: close to 90 percent of consumers using online toy and baby stores in the U.S. said they knew the LEGO branded store. Other online stores known by many included shopDisney, Five Below, and Build-A-Bear. In similar fashion, LEGO was the best-known toy brand among online toy and baby shoppers in the United Kingdom.
LEGO is not going anywhere continuing to expand their various sets and in fact around half of the products were new in 2024. In particular, LEGO expanded their already popular botanical collection which, as the name suggests, contains various flower bouquets, as well as orchids and succulents. The expansion of their collections as well as commitment to sustainability, which is becoming increasingly important to many consumers, means that the company is likely to remain popular with shoppers.
LEGO’s dominance over the toy industry
In 2024, LEGO had a brand value of almost eight billion U.S. dollars, which makes it stand out from the pack by a significant margin. Bandai Namco, a prosperous video game and toy company based in Japan, ranked as the second most valuable toy brand in the world, at roughly 1.5 billion U.S. dollars.When comparing online stores for toys in the United States in regard to brand awareness, LEGO once again stood at the top of the list: close to 90 percent of consumers using online toy and baby stores in the U.S. said they knew the LEGO branded store. Other online stores known by many included shopDisney, Five Below, and Build-A-Bear. In similar fashion, LEGO was the best-known toy brand among online toy and baby shoppers in the United Kingdom.
LEGO’s sustainability efforts
In recent years, the LEGO Group has made strides in fighting climate change, which is an issue of importance for many consumers, by adapting their businesses practices. For instance, the annual amount of waste produced by LEGO’s factories that goes directly to landfill has been drastically reduced (around 89 percent) between 2018 and 2024. Although 2024 did see an increase compared to 2022 and 2023. Moreover, the company has made a point of using as much sustainable material in its packaging as possible, keeping the need for single-use plastic to an absolute minimum.LEGO is not going anywhere continuing to expand their various sets and in fact around half of the products were new in 2024. In particular, LEGO expanded their already popular botanical collection which, as the name suggests, contains various flower bouquets, as well as orchids and succulents. The expansion of their collections as well as commitment to sustainability, which is becoming increasingly important to many consumers, means that the company is likely to remain popular with shoppers.
