Brand page · Toys · Denmark
the LEGO Group: 46.2m visits a month, 2,575 active Meta ads.
the LEGO Group — The LEGO Group is the company behind the world's most loved LEGO bricks, which are designed to spark imaginations and inspire builders of tomorrow. In September 2026 lego.com drew an estimated 46.2m visits, down 7% on the month before. It ranks #1 of 9,046 Toys brands in Denmark and holds a 2.0 Trustpilot rating over 1,890 reviews.
Updated Traffic Sept 2026Meta ads 15 Oct 2026Google ads 21 Oct 2026Instagram Sept 2026Trustpilot Oct 2026
About the store
The LEGO Group is the company behind the world's most loved LEGO bricks, which are designed to spark imaginations and inspire builders of tomorrow.
01 · Traffic
How much traffic the LEGO Group gets.
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
the LEGO Group drew an estimated 46.2m visits in September 2026, down 7% on the month before.
- Worldwide#435of 4.5m sites · Top 1%
- In United States#198of 1.2m sites · Top 1%
- Toys, worldwide#2of 50,509 brands · Top 1%
- Toys, United States#1of 9,046 brands · Top 1%
46.2m
estimated visits in September
1 mo ▼ −7.3%4 mo ▲ +0.4%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about the LEGO Group.
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
the LEGO Group holds 2.0 out of 5 on Trustpilot over 1,890 reviews, 373 of them in the last twelve months: 22% of customers give five stars and 66% one star. That volume places the LEGO Group in the top 10% of the 270,321 Trustpilot pages in the Gravity index. On Google, the LEGO Group scores 4.9 over 45 reviews.
Children's Toys Store Children's Store Toy Manufacturer Toy Store
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What the LEGO Group sells, ranked by sales.
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
Gravity by Benchr has not read the LEGO Group's catalogue yet.
Data not available
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Share of the catalogue by product family.
The dominant category places the LEGO Group in its comparison group.
- Average rating
- Data not available
- Rated products
- Data not available
- In stock
- Data not available
- Upper price quartile
- Data not available
- Currency
- Data not available
04 · Ads
What the LEGO Group is advertising right now.
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
the LEGO Group runs Meta ads on Facebook, Instagram, Messenger, Threads, and has advertised on Google since March 2023 (image, text, video).
Explore more at The LEGO StoreLEGO14 Oct 2026video
www.lego.comLEGO14 Oct 2026video
We know a LOT of LEGO fans out there won’t know about this… 👀 dig out those @LEGO sets and become a LEGO Insider!! #LEGOInsiders #LEGOPartneLEGO14 Oct 2026video- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Text ad21 Oct 2026台灣樂高貿易股份有限公司verified
Text ad21 Oct 2026LEGO Brand Retail, Inc.verified
Text ad21 Oct 2026LEGO System A/Sverified
- +View all Google adsFormats, first and last seen, and the keywords the brand bids on. Free account.Sign in to Gravity
05 · Influencers
Who talks about the LEGO Group.
The creators who tag @lego on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @lego on Instagram, led by Judith Jubrick (10.4k followers, 0.6% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| JJudith Jubrick@ju.brick · 🇪🇸 ES | Cinema series pop culture Creator | 10.4k | 0.6% | 40 | Tagged @lego |
06 · Competitors according to Gravity
Who the LEGO Group competes with, by the numbers.
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for the LEGO Group among Toys brands in Denmark. The closest is LEGO India, then LEGO Chile, toys4kids12.at, AG LEGO® Certified Stores, Bricks & Minifigs, United Brick Co®.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| LEGO Indiamybrickhouse.com | |||||||
| LEGO Chiletiendalego.cl | |||||||
| toys4kids12.attoys4kids12.at | |||||||
| AG LEGO® Certified Storesbricksmegastore.com | |||||||
| Bricks & Minifigsbricksandminifigs.com | |||||||
| United Brick Co®atlbrick.com |
07 · Company
The company behind the LEGO Group.
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
the LEGO Group is a company based in Denmark, on a domain registered in August 1995. It employs about 23,977 people.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
- Data not available
- Entity country
- 🇩🇰 Denmark
- Founded
- Data not available
- Domain registered
- 22 Aug 1995
- Share capital
- Data not available
- Status
- Operating
- President
- Data not available
- Activity code
- Data not available
- Employees
- 23,977 on LinkedIn
- Funding stage
- Data not available
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- lego.com
- Catalogue
- Data not available
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about the LEGO Group
What people ask Google about the LEGO Group.
8 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is the LEGO Group legit or a scam?
According to Gravity by Benchr, the LEGO Group is a brand based in Denmark: its website has existed since August 1995, its Trustpilot profile is claimed by the brand, it employs 23,977 people on LinkedIn, it has 14,050,455 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, September 2026.
What do customers say about the LEGO Group?
Customers rate the LEGO Group 2.0 out of 5 on Trustpilot over 1,890 reviews, 373 of them in the last twelve months: 22% give five stars, 66% one star. Gravity by Benchr places that review volume in the top 10% of the 270,321 Trustpilot pages in its index. On Google, the LEGO Group scores 4.9 over 45 reviews. Source: Gravity by Benchr Trustpilot reading, October 2026.
What does the LEGO Group sell?
The LEGO Group is the company behind the world's most loved LEGO bricks, which are designed to spark imaginations and inspire builders of tomorrow. Gravity by Benchr classifies it under Toys. Source: Gravity by Benchr product classification.
the LEGO Group promo code
Gravity by Benchr does not collect discount codes. What Gravity observes: the LEGO Group advertises on Facebook and Instagram and on Google, where its offers often run. Check lego.com for current promotions. Source: Gravity by Benchr ad records, October 2026.
Who is behind the LEGO Group?
Gravity by Benchr records a company based in Denmark, whose domain was registered in 1995, with 23,977 employees on LinkedIn. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records.
Is the LEGO Group doing well?
Yes. Gravity by Benchr estimates about 46,215,100 visits to lego.com in September 2026, down 7% in a month and up 0% over three months. the LEGO Group ranks #1 of 9,046 Toys brands in Denmark in the Gravity index. Source: Gravity by Benchr estimated traffic, September 2026.
How much does the LEGO Group spend on Meta ads?
Gravity by Benchr does not publish a spend figure for the LEGO Group on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram, Messenger, Threads. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Who are the biggest Toys brands in Denmark?
Among Toys brands in Denmark in the Gravity by Benchr index, the LEGO Group ranks #1 of 9,046 by estimated traffic. Its closest competitors on the same market are LEGO India, LEGO Chile, toys4kids12.at, AG LEGO® Certified Stores and Bricks & Minifigs. Source: Gravity by Benchr competitor analysis, same category, same market, similar size.
Category
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with the LEGO Group.