February 2025 – Circana™, an international research firm, has revealed that building block toys have experienced five consecutive years of growth in the global toy market, with a notable 14% surge in sales in 2024. This impressive growth secres building blocks as the top-performing category in both sales volume and growth rate among all toy types. The trend highlights the ongoing popularity of building blocks, reflecting consumers’ increasing demand for creative, interactive, and personalized play experiences.
Simultaneously, licensed toys have shown robust market performance, with an 8% year-on-year growth, representing 34% of the total toy market share. This underscores the rising enthusiasm for brand collaborations and IP-driven products, as evidenced by successful franchises such as Pokémon, Barbie, and the Marvel Universe.
Amid these market trends, the LEGO Group, the global leader in building block toys, has announced a series of innovative product launches for 2025. These initiatives are in line with current market demands and reinforce the company’s dedication to continuous innovation. By partnering with renowned entities such as BBC Studios, Universal Pictures, Marvel Studios, and the Walt Disney Company, LEGO aims to bring fresh building experiences to consumers and inject new energy into the toy industry. These collaborations will further solidify LEGO’s leadership, particularly through the integration of iconic intellectual properties (IPs) and cross-media storytelling.
LEGO® x BBC Studios: Family Fun with Bluey
At the 2025 International Toy Fair® in New York, the LEGO Group and BBC Studios unveiled the highly anticipated LEGO® Bluey™ series. This collaboration marks LEGO's first introduction of the beloved animated character Bluey into its diverse lineup, offering a fresh play experience for children aged 2-5.
Bluey, an Australian Blue Heeler puppy, along with her family, has captivated audiences worldwide through heartwarming adventures. The animated series was a major hit in 2024, amassing nearly 56 billion minutes of watch time on U.S. streaming platforms and consistently ranking at the top of children’s program ratings in Australia and the UK.
The LEGO® Bluey™ series features six sets designed for young children, encouraging imaginative play and creativity with LEGO bricks. For the first time, Bluey’s family has entered the LEGO universe, allowing kids to recreate iconic scenes from the show and immerse themselves in Bluey’s world.
Introducing the LEGO® Bluey™ App
In addition to the new LEGO® Bluey™ sets, the LEGO® Bluey App—developed by StoryToys—will soon be available for pre-order. Aimed at children aged 2-7, the app combines the charm of the Bluey series with engaging interactive play. The app integrates characters, builds, and props from the LEGO® Bluey™ sets, offering a seamless digital experience that nurtures emotional intelligence (EQ) and cognitive skills (IQ).
LEGO® x Universal Pictures: Prehistoric Adventures with Jurassic World™
To celebrate the upcoming release of Jurassic World: Rebirth, LEGO has announced six new LEGO® Jurassic World™ sets. These sets bring to life thrilling moments from the fourth installment of the Jurassic World series, allowing fans to explore prehistoric adventures with new and classic dinosaurs.
Each set delivers an immersive building experience, with intricate designs and exciting action features. From dramatic escape scenarios to detailed dinosaur models, these sets will excite builders of all ages.
Quote from LEGO Designer: Benjamin Liborisson, LEGO® Jurassic World™ designer, shared, "The LEGO Jurassic World sets bring the excitement of the Jurassic World films to life, inspiring creativity and storytelling through play. We had a great time designing these sets and can't wait for fans to experience these iconic moments."
LEGO® x Marvel Studios: Recreating Iconic Battle Scenes
The LEGO Group and Marvel Studios are teaming up again in 2025 to bring Avengers: Endgame to life with a new LEGO® set, featuring the epic final battle from the movie. The set includes nine minifigures and an elaborate build of the portal scene, allowing fans to recreate this iconic moment and unleash their imagination.
LEGO® x Walt Disney: The Magic of "Beauty and the Beast"
In collaboration with The Walt Disney Company, LEGO introduces the stunning LEGO® Disney "Beauty and the Beast" Castle set. With 2,916 pieces, this set meticulously recreates the iconic castle from Disney’s classic film, complete with a grand ballroom, dining room, and enchanted rose.
The set includes 10 minifigures, including Belle, the Beast, and Gaston, offering an immersive building experience that transports builders into the magical world of Beauty and the Beast. Additionally, the LEGO Builder app will provide digital building instructions, enhancing the building experience for users of all ages.
LEGO’s 2025 Licensed Collection: Pioneering New Play Experiences
LEGO’s 2025 licensed sets demonstrate the company’s deep understanding of consumer preferences and market trends. By combining classic LEGO play patterns with popular brand elements, these sets deliver authentic storytelling and unparalleled building experiences. Through strategic partnerships with iconic brands, LEGO continues to lead the toy industry while unlocking new growth potential for licensed toys.
