LEGO in Toys and Games

December 2022

This report discusses the current state of play of LEGO’s traditional toys and games business at a global level and gives a performance outlook for the years ahead. It considers LEGO’s strategy, from initiatives related to sustainability and social responsibility, to digitalisation, licensing agreements and business expansion.

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This report comes in PPT.


Euromonitor International's report on LEGO Group delivers a detailed strategic analysis of the company's business, examining its performance in the Toys and Games market and the global economy. Company and market share data provide a detailed look at the financial position of LEGO Group, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of LEGO Group.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of LEGO Group provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Toys and Games research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Executive summary
Top companies at a glance
LEGO’s global footprint: Western Europe dominates
LEGO thrives in all major markets
The majority of LEGO’s growth derives from market momentum
The US is set to drive value growth for LEGO
Tencent Holdings Ltd is set to remain the market leader
Challenges expected ahead
Nintendo and Tencent - the main winners over the last three years
Competitor overlap
Key categories and markets
Key brands
LEGO’s quest towards a more sustainable future
Continuous focus on socially conscious toys
Continuous selection of licensed products
Building digital playgrounds
Building a future of experiential retail
Ensuring digital child safety and wellbeing
Expansion into new markets
Building a resilient supply chain network
Key findings
Projected company sales: FAQs (1/2)
Projected company sales: FAQs (2/2)

Toys and Games

This is the aggregation of traditional toys and games and video games.

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