Lego sales rise as World Cup and F1 ranges prove to be winners

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 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 high-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.

Missing media or need the complete publisher report? Open The Guardian World ↗