The LEGO Group has revealed the bestselling themes in 2025, as the wider portfolio reached a record number of total sets on shelves.
As part of its wider financial results for 2025, the LEGO Group has revealed that 868 LEGO products were available to buy across the year, representing a small boost from 2024’s previous record of 840 sets in the portfolio. Around half of those products were newly-released last year as the company increased its market share and saw sales grow by 16% compared to 2024.
The LEGO Group has also revealed some of its bestselling themes for 2025 as a whole, and the list is consistent with the most popular product lines for the first half of the year, encompassing (in no particular order) LEGO City, LEGO Star Wars, LEGO Technic, LEGO Botanicals and LEGO Icons. The sole change from 2024’s list is Botanicals coming in for Harry Potter.
That’s a more seismic shift than it first appears, though, given the Wizarding World theme has been a mainstay in the bestselling themes list for at least half a decade. It speaks to the growing popularity of Botanicals, which in 2025 splintered away from LEGO Icons to become its own theme, and is set for a record year of product releases in 2026.
The LEGO Group’s annual report also highlights the release of 10349 Happy Plants, the theme’s first 9+ set, as an attempt to ‘attract a new fan base’ for Botanicals. But it’s interesting that the rest of its sets are all 18+ products, marking a greater shift towards adult-focused themes in the bestsellers list. Icons is comprised solely of 18+ models, while Star Wars and Technic are also frequently weighted towards adult-targeted sets.
In fact, LEGO City is the only theme highlighted in the bestsellers list designed entirely for children. While the LEGO Group doesn’t share a breakdown of its sales between adults and kids, it’s not especially surprising to see its 18+ sets seemingly taking a bigger piece of the pie given how heavily it’s gone after the adult market since 2020.
Head here for more insights from the LEGO Group’s 2025 annual financial report.
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