What moved (Aug '25 – Jul '26)
| Metric | Aug 2025 → Jul 2026 | Change |
|---|---|---|
| Awareness | 82% → 90% | +8pp |
| Consideration | 71% → 81% | +10pp |
| Claimed Usage | 67% → 75% | +8pp |
| Investigation | 67% → 72% | +5pp |
What's behind the growth
LEGO has kept expanding where and how people encounter the brand, both globally and in Australia specifically.
Globally, that's meant buying more direct control of the fan experience by agreeing in September 2025 to acquire 29 LEGO and LEGOLAND Discovery Centres from Merlin Entertainments, leaning on collaborations like its Formula 1 partnership, backed by activations at more than 20 Grand Prix events and a new F1 Academy tie-in for 2026, and its first-ever Pokémon tie-in in January 2026, and betting on screen-free innovation with LEGO SMART Play, unveiled at CES in January 2026 as its biggest play innovation since the minifigure, launching under the Star Wars banner from March.
In Australia, that momentum has been just as visible: a first-ever Bluey partnership with BBC Studios, announced in January 2025 and launched that June, two new stores in Hobart and Sunshine Coast, and a "Brick Brigade" tour for World Play Day in June 2026 across Sydney, Canberra and Melbourne to remind families to ‘never stop playing’.
The local business is valuable enough that Alquemie Group sold its 25-store Australian LEGO Certified Stores portfolio, worth around $150 million in revenue, to luxury retailer James Kennedy in May 2026.
