Lego — Online vs. Offline Split
Lego's online and offline brand revenue totaled US$12,481m in 2025, of which 37% was generated online across all retailers combined.
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Lego Revenue Online vs. Offline
- Lego's online and offline revenue totaled US$12,481m in 2025.
- Online made up 37% of that total in 2025.
- Offline made up 63% of that total in 2025.
Sales Online vs. Offline (In Million US$)
2023
2024
12,481
7,896
4,585
2025- Online
- Offline
Lego D2C Channel Mix
- Lego's D2C Online revenue was US$739m in 2025.
- Lego's D2C Offline revenue was US$1,882m in 2025.
- D2C Offline is the larger of the brand's two D2C channels in 2025.
Brand Revenue – Channel Mix (In %)
5.9%
15.1%
- D2C Online
- D2C Offline
- Wholesale Online
- Wholesale Offline
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