Part-Time
Produces and licenses construction toy sets
$22.10 - $23.50/hr
Hopkins, MN, USA
In Person
| , |
LEGO designs, manufactures, and sells plastic interlocking construction toys and related experiences for children and adults. Its bricks use a stud-and-tube system that provides clutch power, allowing bricks from any era to connect and build within the LEGO System in Play. The company differentiates itself through private family ownership, a unified building system, licensed franchises, and a diversified ecosystem that includes LEGOLAND, digital games, films, and educational products. Its goal is to inspire learning and creativity through constructive play and to grow the brand across licensing, media, retail, and education.
Company Size
10,001+
Company Stage
N/A
Total Funding
N/A
Headquarters
Billund, Denmark
Founded
1932
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Lego reported record revenue of $12.9 billion for last year, up 12%, driven by 16% growth in consumer sales that outpaced the toy industry's 7% average. The Danish toymaker attributed the increase to higher sales volume rather than price rises. The company launched 860 sets last year, its largest collection ever, including new partnerships with Formula 1, Epic Games' Fortnite, Bluey and Pokémon. Its Botanicals range, featuring plastic plants, proved particularly popular with adults. Lego's success partly stems from its strategic factory placement near key markets, helping it navigate tariffs. The company operates plants in Mexico, Hungary and Vietnam to serve different regions, with a US facility opening next year. Adults buying toys for themselves now represent up to 30% of global toy sales, according to Circana data.
Lego Group CEO Niels B. Christiansen has warned that rising oil prices could increase costs for the toymaker, as crude oil is a key input for producing Lego bricks. Oil prices have surged more than 60% since the start of Operation Epic Fury. Christiansen said short-term contracts provide some protection, but sustained increases would impact input costs. He described oil price volatility as part of challenges the company has faced over recent years. Despite potential headwinds, Lego reported strong 2025 results, with sales rising 12% to 83.5 billion Danish kroner. Operating and net profits grew 22% and 21% respectively, driven by innovations including Formula One racing and flower-themed sets. The company ended the year with its largest-ever product portfolio and plans new releases for 2026.
Danish toymaker Lego reported net profits of 16.7 billion kroner ($2.6 billion) for 2025, up 21% year-on-year, with revenue rising 12% to 83.5 billion kroner. The company attributed the growth to strong demand across all markets from both children and adults, driven by brand strength, innovative products, strategic partnerships and retail execution. Lego expanded its range to over 860 products last year, including popular lines like Lego City, Lego Technic and Lego Star Wars, alongside new offerings such as Lego Botanicals and Lego Icons. Formula 1 sets from a 2025 season partnership and expanded digital games also contributed to growth. Chief executive Niels B Christiansen noted the company achieved over 50% recyclable and recycled materials in toy production.
Lego has outperformed the broader toy industry through strategic partnerships with major franchises like Marvel, Harry Potter and Formula 1, targeting adult buyers alongside children. The Danish company was early to court "kidult" consumers, a demographic driving significant growth in the sector. The toymaker's success also stems from its globally distributed supply chain. With existing factories in Mexico, Hungary and Vietnam, Lego is expanding manufacturing capacity further with a new facility in Virginia set to open in 2027. The combination of licensed intellectual property and geographical diversification has enabled Lego to maintain its competitive advantage in an increasingly challenging toy market.
Lego has developed a new Smart Brick system, following years of development led by design director Michael Fuller and chief technology officer Tom Donaldson. The project required resilience, with early prerelease Jungle Explorers playsets scrapped in favour of eventual Star Wars models. The Smart Brick features a built-in synthesiser generating sounds rather than playing recordings, sensors detecting light, dark and colour, and lights that can communicate with other bricks. Early prototypes were tested with children, with telemetry data used to refine the interactive system. Despite the advanced technology's potential applications beyond toys, Donaldson says profit wasn't the driving factor. The development team adopted a "let's do everything" approach, incorporating all wish-list features without compromises. Fuller spent half the total development time on handmade prototypes.