LEGO Statistics By Revenue, Net Sales, Gross Profit, Demographics And Notable Releases

Introduction

LEGO Statistics: The LEGO Group is a Danish company renowned worldwide for its iconic plastic construction toys. Founded in 1932 by Ole Kirk Christiansen, LEGO has grown from a small woodworking shop to a global brand synonymous with creativity and play. LEGO bricks have been a beloved toy for generations, sparking creativity and imagination in children and adults alike. But how big is the LEGO world, really? This article will guide you accordingly, as it includes all current trends in the global market from different perspectives.

Let’s dive into some fun facts and statistics that showcase LEGO’s incredible impact.

Editor’s Choice

• In Q1 2024, LEGO reported strong financial performance, with revenue reaching nearly 14.8 billion Danish kroner (approximately USD 2.2 billion).
• In the same period, the North American region accounted for the largest revenue, representing USD 1.2 billion.
• Consumer sales increased 4%, driven by strong performance in the U.S. and Central and Eastern Europe despite a decline in China.
• LEGO allocated $205.5K in grants during Q1 2024, representing 41% of its quarterly budget. This investment highlights LEGO’s commitment to supporting innovative projects and community initiatives​ (Lido Governance)​.
• In 2024, LEGO was undeniably the most valuable toy brand globally, boasting a brand value close to USD 8 billion.
• The company expanded its digital team by 27%, focusing on enhancing consumer experiences through new technologies.
• LEGO increased its spending on environmental initiatives by 60%, with goals to double this investment by 2025.
• LEGO Statistics further states that LEGO’s user demographics show a near-equal gender split among buyers, with 52% male and 48% female.
• The company continues to invest in strategic initiatives, including expanding its retail presence with 904 stores worldwide and enhancing production capacities.
• To date, LEGO’s products are available across 130 countries across the world.
• The company sold approximately 600,000 sets daily, equating to seven sets every second​​.

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General LEGO Statistics

• LEGO produces approximately 75 billion plastic bricks annually and sells 7 LEGO sets every second worldwide​ (Techjury)​​ (Cool Kid Facts)​.
• On average, there are around 400 billion LEGO pieces on Earth, translating to about 62 bricks per person​.
• By the end of 2024, the LEGO Group will generate an annual revenue of around USD 6 billion.
• The first LEGO minifigure, created in 1978, was a police officer. Since then, minifigures have become a central part of LEGO sets, with over eight quadrillion possible combinations of parts​.
• Over 4 billion LEGO Minifigures have been produced, making them the world’s largest population of toy figures​.
• The largest LEGO factory is located in Billund, Denmark, where the company was founded in 1932​.
• LEGO Statistics reports that LEGO factories can produce 36,000 LEGO pieces every minute, amounting to over 2 million pieces per hour.
• LEGO bricks are known for their high precision, with only 18 out of every 1 million bricks being defective​ (Techjury)​.
• The tallest LEGO tower ever built stands over 114 feet tall and was constructed using 550,000 bricks in Milan, Italy.

LEGO Statistics By Revenue

(Reference: statista.com)

• LEGO Statistics further states that in 2023, the total revenue earned by LEGO Group was around DKK 65.91 billion (USD 9.46 billion), and the revenue rate has increased by 3% from last year.

Additionally, the above graph taken from Statista insights covered all company revenue earnings. Here are some of them from 2015 to 2022, as detailed in the table below:

By Region

(Reference: statista.com)

• Statista reports insights further stated that in 2023, Americas captured the highest revenue by selling LEGO products, resulting in DKK 30,636 million (USD 4,399.06 million).
• In contrast to LEGO Statistics, other two regions revenue were Europe, Middle East & Africa: DKK 25,605 million (USD 3,676.66 million), and Asia & Pacific: DKK 9,158 million (USD 1,315.01 million).

Similarly, the table below shows the regional net sales (in USD million) from 2017 to 2022

LEGO Group Net Sales In Q1 2024

By Gross Profit

• As per LEGO Statistics, in Q1 2024, LEGO reported a gross profit of USD 4.3 billion. This performance underscores LEGO’s robust market presence and effective financial strategies despite the challenging economic environment.

(Reference: statista.com)

• Meanwhile, in 2023, the LEGO Group’s gross profit was around DKK 44.86 billion (USD
  6.44 billion), an increase from DKK 44.49 billion (USD 6.38 billion) in 2023.

On the other hand, Gross profit (in USD billion) from 2026 to 2021 is derived below:

By Operating Profit

(Reference: statista.com)

• LEGO Statistics show that in 2023, the company’s operating profit was around DKK 17.11 billion (USD 2.45 billion), down from DKK 17.92 billion (USD 2.57 billion) in 2022.
• The above graph shows operating profit in DKK billion but here representing all the data in USD billion are followed by 2009 (0.41), 2010 (0.71), 2011 (0.81), 2012 (1.09), 2013 (1.19), 2014 (1.39), 2015 (1.75), 2016 (1.78), 2017 (1.48), 2018 (1.53), 2019 (1.55), 2020 (1.85), and 2021 (2.44).

By Employees

• In 2024, LEGO Group continued to grow its workforce significantly, and the company employed over 29,000 full-time staff members globally.

(Reference: statista.com)

• A report published by Statista on LEGO Statistics states that in 2023, LEGO employed over 25,000 full-time staff members worldwide.
• Furthermore, the total number of employees in the company in previous years was: 2009 (7,286),
  2010 (8,365), 2011 (9,374), 2012 (10,400), 2013 (11,755), 2014 (12,582), 2015 (13,974), 2016 (16,836), 2017 (16,480), 2018 (15,050), 2019 (16,112), 2020 (17,431), 2021 (20,198), and 2022 (23,775).

Lego Consumer Demographics Statistics

(Reference: marketsplash.com)

• LEGO Statistics reports that LEGO’s user demographics show a near-equal gender split among buyers, with 52% male and 48% female.
• Moreover, Gen X captured the highest consumer share, representing 38%, followed by Millennials (33%).
• Similarly, Baby Boomers and Gen Z covered up a share of 26% and 3%, respectively.
• Based on the spending, 55% of LEGO buyers spend more than USD 80K; others are 27% (USD 40K to 80K) and 18% (<USD 40K).

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Most Well-Known Toys And Baby Online Shops In The United States 2023

(Reference: statista.com)

• As per LEGO Statistics, in the United States of America, LEGO is the leading online toy and baby shop, accounting for 86% of brand awareness.
• Furthermore, other toys and baby online shop’s brand awareness is followed by shopDisney (76%), Build-A-Bear (69%), Five Below (69%), Carter’s (65%), American Girl (64%), OshKosh B’gosh (64%), Graco (60%), The Children’s Place (59%), Justice (56%), Pottery Barn Kids (47%), buybuyBay (45%), babylist (33%), Lakeshore (33%), TiyWiz (28%), Albee baby (27%), Lovevery (27%), PatPat (27%), and Traxxas (26%).

LEGO’s Brand Profile Statistics By Country, 2023

LEGO Unit Sales By Platform In 2024

(Source: lego.com)

LEGO Statistics By Notable Releases Of 2024

Sustainable Developments Of LEGO Group

• LEGO Statistics also show that LEGO increased spending on environmental initiatives by 60% compared to 2023 and plans to double annual sustainability investments by 2025.
• Total Investment: DKK 8.5 billion (USD 1.22 billion) was invested in 2023, focusing on sustainability and expanding manufacturing capacity​ (Toys N Bricks)​.
• Mass Balance Resin: Around 18% of all resin purchased in 2023 was certified according to mass balance principles, translating to approximately 12% from renewable sources​ (EuropaWire)​.
• LEGO plans to increase the use of mass balance resin and will increase the use of mass balance resin in 2024​.
• Through social responsibility programs, LEGO impacted 9.8 million children in 2023, surpassing the target of 8.8 million​.

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LEGO Website Traffic Statistics By Country

(Reference: similarweb.com)

• The total number of web visits to Lego in May 2024 was 44.7 million, up 31.73% from last month and with a bounce rate of 39.8%.
• As mentioned in LEGO Statistics, the United States had 38.89% of total traffic on lego.com, but it recorded an increase in total website visitors by 36.12%.
• Other countries recorded the following contributions in total traffic: the United Kingdom = 7.82% (+27.6%), Canada = 5.03% (+35.2%), Poland = 4.56% (+42.85%), and Germany = 4.35% (+31.61%).
• Additionally, other countries collectively made around 39.34% of traffic on lego.com.

By Device

(Reference: semrush.com)

• Around the world, 30.11% belong to desktop LEGO players, and 69.89% belong to mobile gamers on lego.com.
• Around 35.85% of total LEGO gamers belong to the United States of America, which is 17.77 million; out of these,31.29% are desktop players, and 68.71% are mobile players.
• The United Kingdom has 3.82 million players, resulting in 7.7% out of these, 32.3% belonging to desktop games, and 67.7% playing the game on mobile devices.
• LEGO Statistics also show that 5.94% of the total players are from Germany, resulting in 2.95 million, with 26.8% access to the desktop version and 73.2% access to mobile devices.
• In Canada and the Netherlands, there are around 2.5 million and 2.36 million players, respectively, resulting in 5.04 and 4.76%.
• Out of these, in Canada, 32.49% of players are desktop players, and 67.51% are mobile players, while in the Netherlands, around 21.27% of players access Lego on desktop, and 78.73% play on mobile.

By Demographics

(Reference: semrush.com)

• As of May 2024, the LEGO Statistics by demographic state that the highest number of gamers observed is between the ages of 25 and 34, resulting in 32.99%.
• Around 24,69% of LEGO players are between 18 and 24 years old.
• Additionally, 19.87% and 11.84% belong to the 35 to 44-year-old and 45 to 54-year-old age groups, respectively.
• Around 6.34% of players are aged between 55 years to 64 years.
• And 4.27% of LEGO gamers are contributing from the age group of 65 years.
• On this website, male users secured the highest share, 60.54%, and females, 39.46%.

By Traffic Sources

(Reference: similarweb.com)

• As mentioned in LEGO statistics, the highest rate of traffic to lego.com is from direct search, which is 49.79%.
• Moreover, 33.71% is organic traffic, while 6.74% is from paid search.
• Furthermore, other traffic sources towards lego.com are social (3.93%), display (3.06%), referral (1.48%), and mail (1.3%).

By Social Media Referral Rate

(Reference: similarweb.com)

• Based on LEGO Statistics, Reddit has the highest social media referral rate on lego.com, resulting in 32.63% more referrals than other social networks.
• YouTube and Facebook each contributed 23.09% and 19.34%.
• Traffic sent by LinkedIn was 13.49%, and Twitter made up 6.66%.
• Other social media networks with nominal contribution percentages of lego.com collectively make up 4.78%.

Conclusion

Overall, the LEGO Group’s rich history, innovative spirit, and global impact make it a cherished and influential brand in the world of play and beyond. Looking ahead, the LEGO Group is likely to continue its reign by staying true to its core values: quality, innovation, and a dedication to spark imagination in people of all ages.

Whether it’s through classic themes or venturing into new territories, LEGO bricks will undoubtedly continue to inspire builders for generations to come.

Barry Elad

Barry Elad is a tech enthusiast passionate about exploring various technology topics. He collects key statistics and facts to make tech easier to understand. Barry focuses on software and its benefits for everyday life. In his free time, he enjoys creating healthy recipes, practicing yoga, meditating, and walking in nature with his child. Barry's mission is to simplify complex tech information for everyone.

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