How LEGO Came Back: From Deep Losses to Outselling Mattel and Hasbro Combined

Name: How LEGO Came Back: From Deep Losses to Outselling Mattel and Hasbro Combined
Uploaded: 2026-10-19T14:45:20Z
Description: In 2003, LEGO's sales fell 26% in a single year, and in 2004 it lost 1.8 billion Danish kroner, while Mattel sold more than four times as much. By 2025 LEGO's revenue was 83.5 billion kroner, about $12.6 billion: more than Mattel and Hasbro combined. Here is the turnaround in numbers: the crash, the fix, the climb, and the profits.

Oct 19, 2026

In 2003, LEGO's sales fell 26% in a single year, and in 2004 it lost 1.8 billion Danish kroner, while Mattel sold more than four times as much. By 2025 LEGO's revenue was 83.5 billion kroner, about $12.6 billion: more than Mattel and Hasbro combined. Here is the turnaround in numbers: the crash, the fix, the climb, and the profits.