Operating profit was DKK 3.5 billion. This was a decline of 16 percent compared with the first half of 2018, due to the decision to step up investments in initiatives designed to create growth in the long term, such as building stores and digital platforms, according to Lego.

Lego Group CEO Niels B Christiansen said: "We are satisfied with our performance given the transformative shifts which continue to reshape the global toy industry. Against this backdrop, we continue to grow consumer sales and market share in our largest markets."

Christiansen said they are making long-term investments, including "opening new markets, expanding in China, creating innovative retail experiences and developing exciting new products and play experiences."

While China shines with double-digit growth in the first six months, sales in established markets such as the Americas and Western Europe grew single digits.