Lego sales rise as World Cup and F1 ranges prove to be winners
Summary
Lego's sales rose by 21% in the first half of 2026, helped by new products tied to the World Cup, Formula One, and popular films. The company also increased profits by 32% and is investing in solar energy and sustainable packaging.Key Facts
- Lego's revenue reached 41.9 billion Danish kroner (£4.8 billion) in the first six months of 2026.
- Sales to consumers grew by 22%, with strong growth in the Americas, Europe, and Asia Pacific.
- Net profit rose 32% to 8.6 billion Danish kroner (£1 billion).
- Lego introduced 330 new products, including a Smart Play kit with bricks that glow and make sounds.
- The company is building its largest solar power installation in Billund, Denmark, with 160,000 panels to meet its electricity needs.
- Lego is shifting to paper bags for packaging and expects to complete this transition by next year.
- Adults, called "kidults," are buying more expensive Lego sets and collectibles, making up a significant part of toy sales.
- Toys now connect to sports, films, and TV shows, showing how play is becoming part of wider cultural trends.
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