LEGO reveals its best-selling themes in 2023 (so far)
The LEGO Group has revealed its five best-selling themes for the first half of 2023, and one major licensed line has dropped out of the list.
A total of six themes were included in the LEGO Group’s best-sellers list for the first half of 2022: Star Wars, Technic, Icons, City, Harry Potter and Friends. The financial results for the first half of 2023 – in which the LEGO Group has reported slowed growth and a slight dip in profits – include just five best-sellers, so while the list has otherwise remained consistent year-on-year, one theme hasn’t made the cut.
That’s LEGO Harry Potter, which is no longer included among the list of top-selling themes. The press release instead counts only LEGO City, LEGO Friends, LEGO Star Wars, LEGO Icons and LEGO Technic as its best-sellers, pointing to strong performance of its in-house themes above licensed partnerships (only Star Wars is the outright licensed theme in that list, while Icons and Technic are both a mix of original and IP sets).
While the company never states whether its best-selling themes are listed in order, the fact that their order changes year-on-year – and they’re presented in a vertical list in the results infographic – is suggestive. But whether they’re in order or not, the LEGO Group’s refresh of its City and Friends themes is clearly paying dividends, cementing their presence in the list.
It’s worth noting too that the best-sellers list for 2021 also included just five themes, and Friends was not among them – so that it’s stayed in the running when the list has been pared back to five indicates particularly strong performance for the rebooted mini-doll line. And it’s at the expense of the Wizarding World so far – although the imminent arrival of 76417 Gringotts Wizarding Bank Collectors’ Edition could shake things up for the second half of 2023.
Click here for the LEGO Group’s full financial results for the first half of 2023.
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