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 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. Our portfolio of products offers something for everyone, and culturally relevant brand experiences continue to drive demand across the globe. Our success in the market means we can maintain high investment levels in growth and sustainability for both the short and long term.”

He said Lego was expanding solar energy capacity at all of its factories. In June, it began constructing its largest solar installation so far in Billund, Denmark – its main headquarters and the home of the original Legoland park. The site, which will begin operating next year, will feature 160,000 panels able to produce 99 GWh a year. It is designed to match the company’s electricity needs in the town.

Lego also said it was also continuing its global shift towards using paper bags in its packaging and expected that to be completed next year.

The company has led a resurgence in the toy market in the past year, as adults look for an alternative entertainment to phones and TV screens.

“Kidults” (buyers aged 12 and over) are spending spare cash on expensive Lego sets and collectible figurines. This group is behind £1 in every £3 spent on toys in the UK, and these buyers spent 10% more in 2025 than the year before according to a study by the market research company Circana.

With toys linked to a wide range of interests, from sports such as Formula One to hit films and TV shows including KPop Demon Hunters and Stranger Things, the British Toy and Hobby Association has said there appears to be an “evolving era of play, where toys are increasingly embedded in wider cultural moments, enjoyed by all the family”.