LEGO confirms its top-selling themes of 2021

As part of its annual financial results, the LEGO Group has revealed its five top-selling themes of 2021 – and there are some big changes from 2020.

Announced earlier today, the company’s latest financials place it in an incredibly strong position, showing 22% growth in sales and 27% growth in revenue on 2020, bringing net profit up to DKK 13.3bn (£1.5bn). That’s an increase of DKK 3.4bn (£380m) on last year’s net profit.

The LEGO Group attributes that growth to its ‘largest and most diverse portfolio ever’, driven by five themes above all others: CITY, Technic, Creator Expert, Harry Potter and Star Wars. It’s not clear whether those are in order of biggest sales, but that’s the order presented in the company’s financial results.

LEGO Star Wars 75319 The Armorers Mandalorian forge lifestyle 1 featured resized

Three of those themes have maintained a consistent presence in the best-sellers list, with CITY, Star Wars and Technic proving to be mainstays for several years now. Harry Potter and Creator Expert have replaced Classic and Friends for 2021, however, which means LEGO Friends drops out of the list for the first time since debuting in 2012.

Given the LEGO Group’s recent push towards the adult market with its Creator Expert range (even if it has retired that label on its boxes), and the theme’s subsequent increased output, it’s perhaps not too surprising to see it claim a spot on the list – but it does suggest that the company’s new strategy is working as intended.

Click here for more on the LEGO Group’s latest round of financial results.

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Chris Wharfe

I like to think of myself as a journalist first, LEGO fan second, but we all know that’s not really the case. Journalism does run through my veins, though, like some kind of weird literary blood – the sort that will no doubt one day lead to a stress-induced heart malfunction. It’s like smoking, only worse. Thankfully, I get to write about LEGO until then. You can follow me on Twitter at @brfa_chris.

2 thoughts on “LEGO confirms its top-selling themes of 2021

  • 09/03/2022 at 16:56
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    Still no Van Gogh set. Still waiting.

    Reply
  • 09/03/2022 at 02:42
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    Great company and great products. I am 65 and are thrilled about the Creator Expert , Technic and Speed Champions themes.
    Keep up the great designs and good work.
    Congratulations on your excellent financial results.

    Reply

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