Lego CEO Niels B. Christiansen highlighted the company’s impressive performance amid a challenging global toy market, where sales in G12 nations saw a 1% decline. In contrast, Lego’s revenue increased by 13% to 31 billion DKK (about $4.64 billion) and operating profits rose by 26% to 8.1 billion DKK ($1.2 billion) in the first half of 2024. Notably, sales of core building sets surged by 20%, especially in North America and Europe. Legos are focusing on digital infrastructure and global store expansion, with optimism for the holiday season driven by innovative and sustainable products that enhance children’s play experiences.