Lego, the iconic Danish toymaker, is experiencing a renaissance. The company reported a 12% sales increase in the first half of 2025, reaching $4.8 billion, driven by parents and adults seeking tactile, screen-free experiences. This growth, outpacing the global toy market’s 7% uptick, underscores a broader cultural pivot toward activities that foster creativity and mental well-being over passive screen time.
Lego’s success is fueled by its ability to capture the attention of both children and adults. Its Botanicals collection, featuring intricate plant-inspired sets, has become a hit among grown-ups, particularly as gifts for occasions like Valentine’s Day and Easter. Meanwhile, Formula One-themed sets and collaborations with popular franchises like Bluey and Pokémon resonate with younger audiences. “We’re not just competing with other toys,” said Niels B. Christiansen, Lego’s chief executive. “We’re vying for time—time that might otherwise be spent scrolling on a phone.”
This sentiment aligns with growing parental concerns about the mental health impacts of social media. A recent study by GWI, an audience research firm, found that social media addiction ranks among the top three worries for parents, alongside climate change and global conflict. Lego’s tactile, open-ended play offers an antidote, encouraging imagination and problem-solving without the dopamine-driven pull of digital devices.
The company’s strategic moves reflect this ethos. Lego has expanded its digital presence cautiously, developing games and partnering with brands like Nike to appeal to tech-savvy tweens while keeping physical bricks at the core of its identity. Its “She Built That” campaign aims to inspire girls to engage in creative construction, challenging gender stereotypes in play. Meanwhile, Lego’s sustainability efforts—targeting 60% sustainable materials by year’s end and experimenting with recycled materials like fishing nets for toy tires—appeal to eco-conscious consumers.
Across the Atlantic, Yoto, a British maker of screen-free audio players for kids, mirrors Lego’s trajectory. The company nearly doubled its revenue to $113 million in 2024 and anticipates profitability in 2025, signaling a broader market appetite for analog alternatives. Both companies are capitalizing on a desire to reclaim attention from screens, offering products that prioritize engagement over distraction.
Lego’s global operations are also adapting to economic realities. Despite new U.S. tariffs on goods from its Mexico factory, the company has avoided price hikes, leveraging localized manufacturing to keep costs down. A new $1.5 billion factory in the U.S., set to open in 2027, will further streamline production. In Asia, sales in China are rebounding after a sluggish 2024, with Christiansen projecting 9% global growth for the year’s second half.
As Lego builds on its momentum, its success reflects a paradox: a 90-year-old company thriving in a tech-driven world by doubling down on physical play. For parents and adults alike, Lego’s colorful bricks are not just toys—they’re a rebellion against the screen’s omnipresence, one satisfying click at a time.
