Despite a decline in the toy industry, Lego is thriving, with a 13% revenue increase in the first half of 2022. The Danish company has successfully diversified its audience and product offerings, collaborating with popular franchises like Star Wars and Harry Potter. Lego has embraced adults as consumers, producing creative sets that cater to diverse interests, including cityscapes and famous artworks. Additionally, the brand has expanded into digital platforms and partnered with Disney+ and Epic Games to engage new audiences. Lego’s strategy of innovating and adapting to trends has positioned it as a leader in the toy market.
