How Lego Keeps Beating The Rest Of The Toy Industry

Lego has outpaced the toy industry through a winning formula of licensed IP and a globally distributed supply chain. The Danish toy company was ahead of the curve in courting so-called “kidult” buyers via partnerships with the likes of Marvel, Harry Potter and Formula 1. With factories already in Mexico, Hungary and Vietnam, Lego plans to expand its manufacturing further with a new Virginia facility opening in 2027. Produced and Edited by: Darren Geeter Reporting by: Sarah Whitten Animation: Jason Reginato, Emily Park Senior Managing Producer: Tala Hadavi Additional Footage: Getty Images » Subscribe to CNBC: https://cnb.cx/SubscribeCNBC » Subscribe to CNBC TV: https://cnb.cx/SubscribeCNBCtelevision About CNBC: From 'Wall Street' to 'Main Street' to award winning original documentaries and Reality TV series, CNBC has you covered. Experience special sneak peeks of your favorite shows, exclusive video and more. Want to get ahead at work with AI? Sign up for CNBC's new online course, Beyond the Basics: How to Use AI to Supercharge Your Work. Learn advanced AI skills like building custom GPTs and using AI agents to boost your productivity today. Sign up today: https://cnb.cx/4qKBe6H Connect with CNBC News Online Get the latest news: https://www.cnbc.com/ Follow CNBC on LinkedIn: https://cnb.cx/LinkedInCNBC Follow CNBC News on Instagram: https://cnb.cx/InstagramCNBC Follow CNBC News on Facebook: https://cnb.cx/LikeCNBC Follow CNBC on Threads: https://cnb.cx/threads Follow CNBC News on X: https://cnb.cx/FollowCNBC Follow CNBC on WhatsApp: https://cnb.cx/WhatsAppCNBC #CNBC How Lego Keeps Beating The Rest Of The Toy Industry