How Lego Beat Barbie and Monopoly

Less than a decade ago, Lego A/S inched ahead of Barbie maker Mattel Inc. as the world’s biggest toy company. Today, the maker of those brightly colored bricks is generating almost twice the revenue of Mattel.

March 7, 2023 . 9:19 PM

1 min read

Less than a decade ago, Lego A/S inched ahead of Barbie maker Mattel Inc. as the world’s biggest toy company.
Today, the maker of those brightly colored bricks is generating almost twice the revenue of Mattel, outpacing both it and rival Hasbro Inc.
Lego said sales for 2022 rose 17% compared with the previous year to 64.6 billion Danish kroner, equivalent to $9.27 billion.
Lego Chief Executive Niels Christiansen credits investments it made in recent years in new stores and products, as well as in e-commerce and digital engagement.
Content helped build Lego into the world’s largest toy maker with movies, TV shows and videogames taking advantage of licensing deals with some of the world’s biggest brands.