Lego has outpaced the toy industry through a winning formula of licensed IP and a globally distributed supply chain. The Danish toy company was ahead of the curve in courting so-called “kidult” buyers via partnerships with the likes of Marvel, Harry Potter and Formula 1. With factories already in Mexico, Hungary and Vietnam, Lego plans to expand its manufacturing further with a new Virginia facility opening in 2027.
How Lego keeps beating the broader toy industry
