No prizes for guessing the best-selling LEGO themes of 2024

The LEGO Group has revealed its best-selling themes in 2024, and the results should be no surprise to anyone who’s been paying attention for the past four years.

As part of its wider financial report on 2024 – which includes ‘record top- and bottom-line profits’ in ‘an exceptional year’ – the LEGO Group has confirmed which of its themes sold best last year. And even while new themes enter the fray and existing themes shake things up, the list of best-sellers has remained unchanged since 2021: the five top sellers in 2024 were LEGO Icons, City, Star Wars, Technic and Harry Potter.

Those are the same themes the LEGO Group has pointed to for the previous three years of financial results, with the only slight variation coming in the first-half results for 2022 and 2023, when Friends temporarily replaced Harry Potter. What’s still interesting about this list though is just how much of it is geared towards adults. Icons is an entirely 18+ theme, while Star Wars is increasingly weighted in favour of display models over playsets.

Technic and Harry Potter likewise contain their fair share of 18+ models, and so it’s really only LEGO City that is still designed exclusively for (if not bought exclusively for) children. The LEGO Group’s other child-focused themes – which is to say those that do not have 18+ sets – such as NINJAGO, DREAMZzz, Creator 3-in-1, Classic and so on, are not even part of the conversation.

The LEGO Group has never really publicly shared the split in sales between adults and kids, but it’s becoming increasingly obvious how much the company’s older audience is growing at the moment. These consistent best-selling themes are just more fuel on the fire.

Head here for more on the LEGO Group’s record profits in 2024.

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