LEGO welcomed record number of visitors both online and in person

The LEGO Group has confirmed it welcomed a record-breaking number of visitors to online and physical stores in 2025.

That matches the toy company's record-breaking sales numbers for 2025, as revealed in the LEGO Group's financial report for last year. As well as teaming up with retail partners, the LEGO Group not only welcomed a record number of visitors to physical branded stores and online to LEGO.com, but also recorded the highest satisfaction scores to date.

Boosting both online and physical footfall is no mean feat at a time when purse strings are being tightened for consumers in various countries around the world. That said, there has been a resurgence for in-person shopping after the pandemic years, with retail report publisher Mintel stating that £7 of every £10 spent in the retail sector in 2025 in the UK will be spent in physical stores.

While online channels remain fast-growing, many consumers surveyed in Mintel's report stating that they enjoy shopping in-store compared to online.

In the case of the LEGO Group, the company made mention of investment into 'engaging shopper experiences'. That could refer to in-store events like Make & Take promotions, or presentations like the LEGO Group has run for the SMART Play reveals, for example.

Doubling down on this focus on in-person experiences, the LEGO Group appears to continue to invest in this area, having recently closed its £2 million deal to acquire 29 LEGO Discovery Centres and LEGOLAND Discovery Centres from Merlin Entertainments. Those locations, split across nine countries, attract around five million visitors a year.

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