Lego has announced a significant rise in sales, with revenues increasing by 21% to 41.9bn Danish kroner (£4.8bn) in the first six months of 2026. This growth was attributed to strong demand for products linked to the football World Cup, Formula One, the film KPop Demon Hunters, as well as its botanical and Star Wars kits.
The Danish toymaker also saw its net profit climb by 32% to 8.6bn Danish kroner (£1bn). This period included the launch of 330 new products, such as the Smart Play kit featuring bricks that emit sounds and light.
Growth was robust across the Americas, Europe, and Asia Pacific regions, with sales from Lego's clients to consumers rising by 22%. Niels B Christiansen, Lego Group's chief executive, expressed satisfaction with the company's start to 2026, highlighting the brand's cultural relevance and diverse product portfolio.
Lego is also expanding its solar energy capacity at all factories, with its largest solar installation in Billund, Denmark, set to begin operating next year. The company is continuing its global transition to paper bags for packaging, expecting completion next year.