Lego plans to expand its store network in New Zealand as demand for the brand continues to grow, according to Troy Taylor, vice-president and general manager of Lego Australia and New Zealand. The company’s iconic interlocking brick toys have been available in the country for more than 60 years, with the Danish-based company tracing its origins back an additional 30 years.

Taylor, who has been with Lego for 24 years, recalled early challenges the brand faced in the region. When he began as a sales representative, Lego was struggling financially and its product range had diversified away from its core building sets. The company attempted to shift from complex builds to simpler “quick-start” sets and also pursued partnerships with other trademarked brands, efforts that were not well received.

Since then, the market has evolved significantly. Taylor said New Zealand has experienced more than two decades of continuous growth in Lego sales. Even amid the broader retail downturn during the COVID-19 pandemic, Lego New Zealand sustained double-digit growth over the last five years.

According to the company’s most recent financial filings, Lego New Zealand reported revenues of NZD 80.4 million for the year ending December 31, 2025, an increase of 8.7% from NZD 73.9 million in 2024. Net profit also rose to NZD 2.1 million, up from NZD 1.7 million the previous year. Revenues have nearly doubled since 2015, with a significant boost occurring after 2019.

Taylor attributed Lego’s growth following the pandemic to its role as a counterbalance to increased screen time, highlighting the brand’s appeal alongside other physical toys such as board games and puzzles. He emphasized Lego’s capacity to foster creativity, social interaction, and problem-solving skills, qualities that have resonated with both children and parents.

“There’s something magical that comes with building," Taylor said. "It unlocks creativity, it unlocks social skills, it unlocks problem-solving and really allows children to be creative. I think kids are loving that, but I also think parents are seeing the benefits of allowing their children to play with Lego bricks.”

As part of its growth strategy, the company is preparing to increase its domestic retail presence in New Zealand, reflecting confidence in the enduring popularity of its products within the local market.