Lego reported a 16% rise in consumer sales for 2025, significantly outpacing the global toy market's 7% growth. The Danish toymaker's performance exceeded not only the broader industry but also several major competitors, though specific rival results weren't disclosed.

This marks another record year for Lego, which has consistently grown faster than the toy industry average. The company's ability to innovate with new product lines and maintain strong brand appeal has helped it capture market share even as overall toy sales face challenges from digital entertainment alternatives.

The 16% growth rate represents a substantial acceleration compared to previous years, suggesting Lego's strategy of expanding into new themes and leveraging popular entertainment franchises continues to resonate with consumers. The gap between Lego's performance and the overall toy market has widened, potentially pressuring competitors to reassess their product development and marketing approaches.