Lego sales jump 21% to nearly £5bn, helped by World Cup and F1 ranges

Danish toymaker also scores success with KPop Demon Hunters, Star Wars and botanicals products Lego sales have risen by more than a fifth as tie-ups with the football World Cup, Formula One and the hit film KPop Demon Hunters as well as its flower-based and Star Wars kits drive demand. The Danish toymaker said its revenues had increased by 21% to 41.9bn Danish kroner (£4.8bn) in the first six months of 2026, driven by strong growth in the Americas, Europe and the Asia Pacific regions. Sales by its clients to consumers rose by 22%. Net profit increased 32% to 8.6bn Danish kroner (£1bn) as the group launched 330 new products including its hi-tech Smart Play kit, with bricks that emit sounds and light. Niels B Christiansen, the chief executive of Lego Group, said: “We are very pleased with our strong start to 2026 and the excitement we see for the Lego brand.

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