The LEGO Group’s new Digital Play venture has apparently turned a seven-figure profit in its first year, but exactly how remains a little fuzzy.
LEGO Holding – a business set up by KIRKBI, the private investment company of the LEGO Group’s owners, to collate LEGO brands under ‘one governance structure’ – established LEGO Digital Play as an independent enterprise in 2025, with the aim of expanding the LEGO brand ‘into innovative gaming and digital experiences’.
City AM now reports that LEGO Digital Play made a pre-tax profit of £1.4m in the year ending December 2025, based on a turnover of £12.4m – despite not releasing any tangible products in that time. KIRKBI, LEGO Holding and LEGO Digital Play apparently declined to comment further to City AM.
There are currently 20 vacancies at LEGO Digital Play, which seems to still be finding its footing. How it’s generating revenue at this point may be opaque, but the LEGO Group as a whole has its fingers in all sorts of digital pies right now, from LEGO SMART Play and Powered Up to the LEGO Fortnite, LEGO Party and LEGO Voyagers video games.
It may be that LEGO Digital Play – which is being headed up by gaming industry veteran Aaron Loeb, whose portfolio includes The Simpsons, Avatar, Marvel and Aliens titles – has contributed in some fashion to any or all of those ventures and therefore taken a share of their profits. We can only really speculate for now, though.
“The LEGO brick will always be at the heart of the brand, but gaming and digital play continue to grow strongly,” LEGO Group CEO Niels B. Christiansen said when LEGO Digital Play was first announced. “More children are playing online, and gaming offers opportunities to reach more kids with innovative play experiences.
“The LEGO brand wants to play its part in creating truly extraordinary, fun, positive and safe experiences for future generations of kids.”
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