Lego toymaker saw its sales flourish in the first half of 2025, thanks to plant-themed bricks and partnerships with well-known brands like Formula 1, Pokemon and the popular animated children's series "Bluey."

The Danish toymaker saw a 12% increase in revenue in the first six months of the year, compared with the same period last year, netting the company a record $34.6 billion in Danish kroner, or $5.44 billion U.S. dollars, Lego reported on Wednesday. Consumer sales also grew 13% over the same period.

"This growth is driven by our large and innovative range of products that continues to be relevant across ages and interests," Lego CEO Niels Christiansen said in the company's statement .

Lego also expanded its brick-and-mortar presence, opening 24 new stores from January to July.

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