Lego hit record sales last year, but could not dislodge Barbie maker Mattel as the world's best-selling toy maker.
The perennially popular plastic brick maker grew sales by 6% to 37.9bn Danish kroner ($5.38bn; £4.42bn), a slowdown from 25% growth the year before.
Bali Padda, Lego's new chief executive, told the BBC it had seen "supernatural" growth in the last 10 years.
But he said this had now slowed down and would remain at a similar level in the future.
Worldwide, Lego sold more than 75 billion parts, 3,700 shapes and launched 335 new sets last year.
The Star Wars Millennium Falcon was its best-selling toy again, ahead of the Amusement Park Roller Coaster and the Porsche 911 GTS RS.
However, US toy maker Mattel had sales of $5.46bn, staying ahead of Lego even though its sales declined by 4%.
Hasbro, which makes My Little Pony and Nerf guns, was the world's third largest toymaker with $5.02bn in sales last year.
Mr Padda said the company was increasingly focused on how to engage with children online, and will this year introduce a new online platform to encourage children to share what they have built out of the iconic bricks.
Previous chief executive Joergen Vig Knudstorp stepped down at the end of 2016 to take on a new branding role within Lego, aimed at expanding the toy overseas.
He is widely credited as having turned the business around, overseeing a period from his joining in 2004 in which Lego’s revenue increased five-fold and it returned to profit.Under his leadership, the brand also made a successful foray into cinema with The Lego Movie, and has recently released another film, Lego Batman.
It also recently opened a huge flagship store in London's Leicester Square, the biggest in the world.
Despite Lego's success - or perhaps because of it - Lego now has to worry about copycats...
The University of Cambridge is looking for a professor of play through an endowment and you'd better be quick if you want to apply because the deadline is Friday.
The Lego Foundation is giving £2.5m to fund the position.
It has also provided £1.5m to support a play research centre in the university's education faculty.
It is useful to learn about the Lego strategy - they had stopped listening to customers.
