Lego’s sales are soaring 21% thanks to hot tie-ins like World Cup and Formula One sets, plus surprise hits like KPop Demon Hunters kits and beloved Star Wars and botanical themes. CEO credits culturally relevant products for global demand, with profits up 32%. Meanwhile, Lego’s pushing sustainability—expanding solar at factories and switching to paper packaging next year. And as more adults (“kidults”) turn to LEGO as a screen-free escape, the toy giant is reshaping play itself by syncing with today’s biggest trends.
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