Lego CEO rules out AI-designed toys as record growth rolls on

Billund, Denmark – Lego has decided against allowing artificial intelligence to design its famous construction sets, focusing instead on human ingenuity to fuel a series of record revenue and market share achievements. This decision keeps the Danish toymaker within bounds of AI's expanding role in creative work, a trend seen across industries.

CEO Niels Christiansen revealed to Bloomberg that Lego maintains AI usage primarily for clerical and standardized duties, while the actual creative process remains within human hands. He emphasized that AI will never produce a product from scratch; it always complements human designers. For instance, AI could assist in drafting building manuals, allowing designers more time to be creative.

Currently, this approach is paying off, as Lego reported record first-half sales and profits in an August 25th report, with revenue increasing by 21% to 41.9 billion kroner (S$8.3 billion), surpassing competitors Hasbro and Mattel. The company continues to expand its market share, particularly in regions like the US, Asia, and Europe, where demand remains robust.

However, China poses a challenge; sales there remain slower, and Lego is cautiously avoiding overexpansion in the market. Despite this, the company remains optimistic, continuing to open new stores and investing in the brand, anticipating a recovery in consumer confidence. Lego further drives growth by entering new sectors previously untouched by the brand, such as football, with World Cup-themed products featuring stars like Lionel Messi and Cristiano Ronaldo.

In 2026's first half, Lego introduced 332 new sets, a testament to their multi-pronged strategy. Christiansen concluded by stating that while the company is operating efficiently, there are no guarantees in the ever-changing market conditions.