LEGO reveals its top-selling themes for 2023

The LEGO Group has confirmed its top-selling themes for 2023, with a mix of five familiar lines performing better than all others.

Alongside announcing steady growth and a slight dip in operating profit in 2023 – apparently as a consequence of increased spending on things like new factories and stores – the LEGO Group has confirmed last year’s best-selling themes. Those include LEGO City, LEGO Technic, LEGO Icons, LEGO Star Wars and LEGO Harry Potter.

That’s exactly the same spread of themes the LEGO Group highlighted in 2022 and 2021, but is slightly different to the list provided for the first half of 2023, which included LEGO Friends in place of Harry Potter. The mini-doll theme has consistently hovered around the top sellers since debuting in 2012, and also received a nod in the first half of 2022 (though not the full year).

There’s perhaps not too much to read into its absence in these latest results, then – especially considering LEGO Friends sets usually debut in January and June, while Harry Potter’s sets follow in March and June, with a flagship set typically bowing around the start of the new wizarding school year in September. In 2023, that honour went to 76417 Gringotts Wizarding Bank Collectors’ Edition.

The rest of the best-selling themes essentially make up the LEGO Group’s core range, each offering sets designed specifically for adults and kids (with the sole exception of City, which doesn’t include 18+ products). It’s not especially surprising to see them holding firm here again in 2023, even while the LEGO Group tests new waters with innovative homegrown themes like LEGO DREAMZzz.

A total of 780 new products arrived on shelves in 2023, accounting for around 50% of the available portfolio. That’s up by 2% from 2022. You can read more about the LEGO Group’s latest financial results here.

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