The LEGO Group has revealed its top-selling themes as part of its financial reports for the first half of 2025.
As well as sharing record-breaking revenue statistics for the first half of this year, the LEGO Group also pulled back the curtain on its best-selling themes. The toy company has also broken records in terms of the number of new sets launched in the first half of 2025, bringing 314 new sets onto shelves.
The bestsellers so far are the usual suspects, with a fairly even split across licensed and unlicensed themes: LEGO City, LEGO Technic, LEGO Botanicals, LEGO Icons and LEGO Star Wars.
In particular, the LEGO Botanicals theme was popular around major holidays like Valentine’s Day and Mother’s Day. The LEGO Group also made mention of successful product launches at Grand Prix races as part of its new partnership with Formula 1.
The LEGO Group highlighted its new partnerships with Bluey and One Piece as areas the LEGO portfolio expanded into already this year, as well as looking ahead to its multi-year collaboration with Pokémon, coming in 2026. The company highlighting those three brands in particular demonstrates its ongoing focus on working with external licenses.
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