Within Licensed Themes
Why LEGO does not live on licences alone
LEGO's strongest portfolio is not purely licensed or purely original; it mixes external attention with durable in-house themes.
On this page
- What recent bestselling themes reveal
- Why licensed hits need proprietary anchors
- How portfolio balance reduces dependence on outside stories
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Introduction
LEGO’s recent performance suggests that its resilience does not come from choosing between licensed and original themes. Instead, the company increasingly relies on a portfolio in which entertainment franchises absorb cultural attention while homegrown themes provide continuity, margins, brand identity and long-term stability. That balance matters in an antifragility context because it prevents LEGO from becoming dependent on the success of any single film studio, game publisher or entertainment cycle. When external franchises surge, LEGO can benefit. When those trends cool, internally owned themes such as City, Technic, Icons and Botanicals continue to generate demand and keep the building system at the centre of the business.
Recent company disclosures repeatedly highlight the same pattern: top-performing themes are a mixture of licensed and proprietary lines rather than a dominance of either category. [LEGO]lego.comlego group delivers record results in 2024LEGOLEGO Group delivers record results in 2024 - About Us11 Mar 2025 — Bestselling themes combined homegrown and entertainment IP themes…
What recent bestselling themes reveal
The clearest evidence comes from LEGO’s own financial reporting. In its 2024 results, the company identified bestselling themes as a combination of homegrown and entertainment-IP ranges, specifically naming City, Star Wars, Technic, Icons and Harry Potter. [LEGO]lego.comLEGOThe LEGO Group 2025 Full Year Results - About Us10 Mar 2026 — Among the most popular themes were LEGO® City, LEGO® Technic™, LEGO® St… [LEGO]lego.comThe LEGO Group FY 2024 Performance Highlights2024 Performance Highlights of the LEGO GroupPopular themes. LEGO® Icons. LEGO® Star Wars™. LEGO® Technic™. LEGO® City. LEGO® Harry Potte…
That list is revealing because only two of those themes depend on external intellectual property. City, Technic and Icons are LEGO-controlled brands. Together they occupy different parts of the market:
- City functions as a durable entry point for children and everyday play.
- Technic serves builders interested in engineering, vehicles and mechanical complexity.
- Icons targets adult collectors and display-oriented customers.
Alongside them sit major licences such as Star Wars and Harry Potter, which bring existing fan communities, media exposure and cultural recognition. The result is a portfolio where entertainment properties generate attention without monopolising sales. [LEGO]lego.comthe lego group achieves double digit top and bottom line growth in h1 2025The LEGO Group H1 2025 - About Us27 Aug 2025 — Bestsellers included a mix of homegrown and licensed themes such as LEGO® City… LEGO® B…
The same pattern continued into 2025. LEGO reported that among its most popular themes were City, Technic, Star Wars, Icons and Botanicals. Notably, Botanicals is not a licensed property at all. It is an internally developed concept built around decorative flowers and plants, yet it became one of the company’s strongest performers and attracted many first-time builders. [LEGO]lego.comthe LEGO Group Annual Report 2024Annual Report10 Mar 2025 — Half of the materials purchased in 2024 were produced with sustainable sources: we more than doubled the share… [LEGO]lego.comLEGO Group Sustainability Statement 2024Sustainability Statement11 Mar 2025 — This Sustainability Statement is part of the management review of LEGO A/S' Annual Report 2024 and…
This matters because Botanicals demonstrates that LEGO can still create new demand without borrowing another company’s story world. The success of the Botanical Collection shows that growth is not exclusively tied to blockbuster entertainment franchises. [LEGO]lego.comAbout Us - LEGO.comOur Responsibility Report accounts for the LEGO Group's development and activities and serves as our annual Communicat…
Why licensed hits need proprietary anchors
Licensed themes are powerful, but they contain structural risks. LEGO does not control the underlying stories, release schedules, public reputation or long-term relevance of Star Wars, Harry Potter, Marvel or other franchises. Those assets belong to external rights holders.
A portfolio built entirely on licences would therefore expose LEGO to several forms of dependence:
- Royalty costs paid to intellectual-property owners.
- Contract renewals and licensing negotiations.
- Shifts in public interest around specific franchises.
- Creative decisions made by film studios, publishers or media companies.
- Reputational issues affecting external brands.
Homegrown themes reduce that dependence. City can release police stations, trains, construction vehicles or fire stations regardless of cinema schedules. Technic can launch new engineering models without waiting for a movie premiere. Icons can draw from architecture, vehicles, nostalgia, design and display culture under LEGO’s own control.
This creates an important asymmetry. Licensed themes often require outside cultural energy to reach maximum impact, while proprietary themes can continue operating even when entertainment cycles weaken.
The company’s bestseller lists illustrate this stabilising effect. Across multiple reporting periods, LEGO’s strongest performers consistently include both licensed and internally owned themes rather than a rotating collection of entertainment properties. [LEGO]lego.com2025 Annual Report The LEGO GroupAnnual Report31 Dec 2025 — Investments for the future. To support our long-term growth, we continued expansions at factories and offices… [LEGO]lan.lego.comMarch: A LEGO Star Wars Contest. Imperial March has arrived! We are challenging you to bring to life your most iconic LEGO Star Wars crea…
In antifragility terms, licences function as optional growth engines, while proprietary themes act as the foundation that prevents success from becoming hostage to outside events.
Botanicals and Icons show a different growth path
One of the most interesting recent developments is that some of LEGO’s fastest-growing themes are not traditional children’s play lines and are not tied to entertainment franchises.
The Botanical Collection became prominent enough that LEGO repeatedly highlighted it in financial results, noting that it attracted new builders and performed strongly around gifting occasions. [LEGO]lego.comlego group delivers record results in 2024LEGOLEGO Group delivers record results in 2024 - About Us11 Mar 2025 — Bestselling themes combined homegrown and entertainment IP themes…
This reveals a different source of demand. Customers buying a brick-built orchid or bouquet are often responding to interior decoration, gifting behaviour, mindfulness trends or lifestyle aesthetics rather than attachment to a film or television universe.
Similarly, Icons has become one of LEGO’s most important adult-oriented brands. It allows the company to produce display models, vehicles and cultural artefacts under its own umbrella rather than depending entirely on licensed collector products. Evidence from retailer and industry reporting shows Icons and Botanicals repeatedly appearing near the top of popularity rankings alongside Star Wars. [Which?]which.co.ukthe most popular lego sets and themes a EPDT0y2RU6TBotanicals · 2. Icons · 3. Technic · 4. Star Wars · 5. City · 6. Speed Champions · 7. Creator 3in1 · 8. Harry…Read more… [Brick Fanatics]brickfanatics.comno prizes best selling lego themes of 2024No prizes for guessing the best-selling LEGO themes of 20243 Nov 2025 — The list of best-sellers has remained unchanged since 2021: the f…
These themes are strategically valuable because they diversify the reasons people buy LEGO. A customer may purchase:
- Star Wars because of franchise fandom.
- City because of imaginative play.
- Technic because of engineering interest.
- Botanicals as home décor.
- Icons as a collector display piece.
Each motivation responds to different cultural and economic conditions. That diversity makes the overall system less vulnerable to a decline in any single source of demand.
How portfolio balance reduces dependence on outside stories
The strongest evidence for LEGO’s balancing strategy is not any individual theme but the composition of its overall bestseller rankings.
When the company reported record results in 2024 and 2025, the leading themes consistently combined internal and external intellectual property. City, Technic, Icons and Botanicals appeared alongside major licensed brands such as Star Wars and Harry Potter. [LEGO]lego.comLEGOThe LEGO Group 2025 Full Year Results - About Us10 Mar 2026 — Among the most popular themes were LEGO® City, LEGO® Technic™, LEGO® St… [LEGO]lego.comThe LEGO Group FY 2024 Performance Highlights2024 Performance Highlights of the LEGO GroupPopular themes. LEGO® Icons. LEGO® Star Wars™. LEGO® Technic™. LEGO® City. LEGO® Harry Potte…
That mix creates several antifragile advantages.
External successes become additive rather than essential. If a Star Wars series, Harry Potter revival or gaming collaboration generates enthusiasm, LEGO can capture demand through licensed sets. But the business does not require every entertainment partner to succeed simultaneously.
Internal themes accumulate value over decades. LEGO owns City, Technic, Icons and Botanicals outright. Successful investment in those brands strengthens assets the company fully controls rather than increasing dependence on licensors.
Different themes respond to different consumer moods. During periods when collectors are spending heavily, Icons may thrive. During gifting seasons, Botanicals may outperform. During major media releases, licensed ranges may surge. The company does not need one universal demand driver. [LEGO]lego.comthe lego group achieves double digit top and bottom line growth in h1 2025The LEGO Group H1 2025 - About Us27 Aug 2025 — Bestsellers included a mix of homegrown and licensed themes such as LEGO® City… LEGO® B…
The brick system remains the common platform. Whether customers arrive through Star Wars, City, Fortnite, Technic or Botanicals, they enter the same ecosystem of compatible pieces, building habits and brand recognition. External stories bring attention, but the underlying LEGO experience remains internally controlled.
This is the crucial distinction. LEGO uses licences to absorb cultural volatility, but it avoids becoming a pure licensing company. Its recent bestseller lists show a portfolio where proprietary themes remain strong enough to anchor the business while licensed themes provide access to new audiences, trends and moments of attention. That balance allows LEGO to benefit from outside change without being defined by it. [LEGO]lego.comthe LEGO Group Annual Report 2024Annual Report10 Mar 2025 — Half of the materials purchased in 2024 were produced with sustainable sources: we more than doubled the share… [LEGO]lego.comLEGO Group Sustainability Statement 2024Sustainability Statement11 Mar 2025 — This Sustainability Statement is part of the management review of LEGO A/S' Annual Report 2024 and…
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Endnotes
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Source: lego.com
Title: lego group delivers record results in 2024
Link: https://www.lego.com/en-us/aboutus/news/2025/march/lego-group-delivers-record-results-in-2024Source snippet
LEGOLEGO Group delivers record results in 2024 - About Us11 Mar 2025 — Bestselling themes combined homegrown and entertainment IP themes...
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Source: lego.com
Link: https://www.lego.com/en-us/aboutus/news/2026/march/the-lego-group-delivers-record-results-in-2025-driven-by-strong-brand-and-innovative-portfolioSource snippet
LEGOThe LEGO Group 2025 Full Year Results - About Us10 Mar 2026 — Among the most popular themes were LEGO® City, LEGO® Technic™, LEGO® St...
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Source: lego.com
Title: The LEGO Group FY 2024 Performance Highlights
Link: https://www.lego.com/cdn/cs/aboutus/assets/bltefaef83bc5bbde27/The_LEGO_Group_FY_2024_Performance_Highlights.pdfSource snippet
2024 Performance Highlights of the LEGO GroupPopular themes. LEGO® Icons. LEGO® Star Wars™. LEGO® Technic™. LEGO® City. LEGO® Harry Potte...
-
Source: lego.com
Title: the lego group achieves double digit top and bottom line growth in h1 2025
Link: https://www.lego.com/en-us/aboutus/news/2025/august/the-lego-group-achieves-double-digit-top–and-bottom-line-growth-in-h1-2025Source snippet
The LEGO Group H1 2025 - About Us27 Aug 2025 — Bestsellers included a mix of homegrown and licensed themes such as LEGO® City... LEGO® B...
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Source: lego.com
Title: the LEGO Group Annual Report 2024
Link: https://www.lego.com/cdn/cs/aboutus/assets/blt1cdf90a38318ef56/the_LEGO_Group_Annual_Report_2024.pdfSource snippet
Annual Report10 Mar 2025 — Half of the [materials]({{ 'materials/' | relative_url }}) purchased in 2024 were produced with sustainable sources: we more than doubled the share...
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Source: lego.com
Title: LEGO Group [Sustainability]({{ ‘sustainability/’ | relative_url }}) Statement 2024
Link: https://www.lego.com/cdn/cs/aboutus/assets/blt2a759726033d5b67/LEGO_Group_Sustainability_Statement_2024.pdfSource snippet
Sustainability Statement11 Mar 2025 — This Sustainability Statement is part of the management review of LEGO A/S' Annual Report 2024 and...
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Source: lego.com
Link: https://www.lego.com/en-us/aboutus/lego-group/policies-and-reporting/reportsSource snippet
About Us - LEGO.comOur Responsibility Report accounts for the LEGO Group's development and activities and serves as our annual Communicat...
-
Source: lego.com
Title: 2025 Annual Report The LEGO Group
Link: [https://www.lego.com/cdn/cs/sustainability/assets/bltc43f38d930d0440a/2025Annual_Report-The_LEGO_Group.pdf](https://www.lego.com/cdn/cs/sustainability/assets/bltc43f38d930d0440a/2025_Annual_Report-_The_LEGO_Group.pdf)Source snippet
Annual Report31 Dec 2025 — Investments for the future. To support our long-term growth, we continued expansions at factories and offices...
-
Source: lan.lego.com
Link: https://lan.lego.com/events/?m=7&y=2024Source snippet
March: A LEGO Star Wars Contest. Imperial March has arrived! We are challenging you to bring to life your most iconic LEGO Star Wars crea...
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Source: which.co.uk
Title: the most popular lego sets and themes a EPDT0y2RU6T
Link: https://www.which.co.uk/news/article/the-most-popular-lego-sets-and-themes-aEPDT0y2RU6TSource snippet
Botanicals · 2. Icons · 3. Technic · 4. Star Wars · 5. City · 6. Speed Champions · 7. Creator 3in1 · 8. Harry...Read more...
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Source: brickfanatics.com
Title: no prizes best selling lego themes of 2024
Link: https://www.brickfanatics.com/no-prizes-best-selling-lego-themes-of-2024/Source snippet
No prizes for guessing the best-selling LEGO themes of 20243 Nov 2025 — The list of best-sellers has remained unchanged since 2021: the f...
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Source: brickfanatics.com
Title: lego reveals bestselling themes in 2025
Link: https://www.brickfanatics.com/lego-reveals-bestselling-themes-in-2025Source snippet
amid record...10 Mar 2026 — It speaks to the growing popularity of Botanicals, which in 2025 splintered away from LEGO Icons to become i...
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Source: annualreports.com
Link: https://www.annualreports.com/Company/legoSource snippet
Most Recent Annual Report. LEGO. MOST RECENT 2024 Annual Report. View PDF. View 2024 Sustainability Statement. This company has a Sustain...
Additional References
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GoldCityBricks on Instagram: "In this interview with Yahoo...In this interview with Yahoo Finance, the CEO of LEGO breaks down something...
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Ryan Shay's Post11-Mar-2025 — Tremendous news! Today, the LEGO Group issued its annual results for 2024. Here are some key takeaways from...
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Title: lego posts double digit growth in first half of 2024 defying economic headwinds
Link: https://jaysbrickblog.com/news/lego-posts-double-digit-growth-in-first-half-of-2024-defying-economic-headwinds/Source snippet
LEGO posts double-digit growth in first half of 2024, defying...28 Aug 2024 — The LEGO Group has announced its financial results for the...
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CEO DIALOGUE with Niels B. Christiansen, LEGO GroupLEGO Group CEO Niels B. Christiansen tells Jean-François Manzoni how he streamlined le...
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Title: the lego group delivers record top and bottom line results in 2024
Link: https://toyworldmag.co.uk/the-lego-group-delivers-record-top-and-bottom-line-results-in-2024/Source snippet
The Lego Group delivers record top- and bottom-line...12 Mar 2025 — Best-selling themes combined homegrown and entertainment IP themes...
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Source: toysnbricks.com
Title: lego 2024 annual report performance financials press release
Link: https://www.toysnbricks.com/lego-2024-annual-report-performance-financials-press-release/Source snippet
LEGO 2024 Annual Report Performance & Financials...11 Mar 2025 — Bestselling themes combined homegrown and entertainment IP themes, incl...
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From Themes to Audiences The LEGO Strategy Shift | CEO...CEO DIALOGUE #49 - Niels B. Christiansen, LEGO Group. From Themes to Audiences...
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Title: lego committed taking journey sustainability 070004047
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is committed to taking 'journey' into sustainability: CEOChristiansen hopes for Lego to be completely sustainable by 2032. For more exper...
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Title: the lego group achieves double digit growth in h1 2025
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The LEGO Group Achieves Double-Digit Growth in H1 202527 Aug 2025 — Bestsellers included a mix of homegrown and licensed themes such as L...
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Title: lego hints at big changes for everyone 8ad1452f20cd
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LEGO Hints At Big Changes For Everyone | by Attila VágóSome set prices went up by 25% and by 2024 there was virtually no set left that wa...
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