Danish toymaker Lego said on Wednesday that its first-half sales rose 12% year-on-year to 34.6 billion Danish kroner ($5.43 billion), a record high and outperformed rivals in the industry, thanks to partnerships with other well-known brands such as Formula One and "Jurassic Park."

"The toy market has actually returned to growth this year, but we are growing faster and are taking market share," Lego Chief Executive Niels Christiansen said in an interview, adding that the overall toy market was growing at nearly 7 percent.

Lego said it had achieved growth in all its markets, including China, which has faced many challenges in recent years.

Christiansen pointed out that cooperation with brands such as Formula One, "Fortnite" and "Jurassic Park" have helped the company drive sales growth among different consumer groups.

Christiansen noted that despite the economic uncertainty related to trade tensions, Lego, known for its long-running Star Wars and Harry Potter series of toys, has not yet seen a clear shift in U.S. consumers toward cheaper products.

In the first half, Lego's operating profit rose 10% year-on-year to DKK 9 billion. This growth was driven by LEGO’s global production network, which includes six factories in Denmark, Hungary, the Czech Republic, Mexico, China and Vietnam.

"Our supply chain is well laid out. So the logic we follow is to produce as close to the consumer as possible," Christiansen said, adding that the company had been able to cope with the impact of the tariffs.

Lego is currently expanding its largest production sites in Monterrey, Mexico and Hungary, while a new factory in Virginia, U.S., is expected to be completed by 2027. Christiansen said the Virginia plant was planned for future growth, not built to deal with tariffs.

Lego's sales in the U.S. market grew by double digits. Christiansen pointed out that the growth rate of the domestic toy market in the United States has rebounded to higher than in recent years.

The family-owned company launched a record number of 314 new brick sets in the first half of 2025. At the same time, the company is expanding its consumer base through cooperation with brands such as "Bluey" and "One Piece". Additionally, a collaborative series with Pokémon is expected to debut in 2026.

Lego's rivals, including Barbie maker Mattel and "My Little Pony" maker Hasbro, remain more vulnerable to tariff swings due to their greater reliance on Chinese manufacturing.