Top-selling themes in the first half of the year were a mix of homegrown favorites and partner IPs, including LEGO Star Wars and LEGO Marvel Avengers.

The group will continue to invest in China and is on track to have more than 140 stores in 35 cities by the end of 2019, the CEO said. In digital play, Lego has partnered with Tencent to launch a Lego Cube digital game to provide a safe digital experience for children in China.

Other emerging markets with a growing number of middle-class families are also on Lego's agenda. It will also open an office in Mumbai in early 2020 from which the Group will expand its presence in India.

In addition, more than 70 stores carrying the Lego brand will open outside of China during 2019, including a flagship store in Amsterdam in December 2019. It will be the brand's fifth flagship store.

The group's ambition to bring learning through play to all children around the world remains its primary focus. The company has also prioritized research and development. The investment growth in innovation globally last year was 50 percent and this half-year is 30 percent so far, the CEO said.