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Lego revenue and profit rise as World Cup and F1 tie-ins boost sales
Lego reported first-half 2026 revenue of 41.9 billion Danish kroner and net profit up 32% to 8.6 billion Danish kroner.
Lego sales rose 21% as the company said tie-ins tied to the football World Cup, Formula One and the film KPop Demon Hunters helped drive demand. The company also pointed to strength from its flower-based and Star Wars kits.
In its first six months of 2026, Lego revenue increased by 21% to 41.9 billion Danish kroner, with growth in the Americas, Europe and Asia-Pacific offsetting stalled sales in China. Sales by its clients to consumers rose 22%, including World Cup kits featuring player mini figures and building sets for major stars.
Lego said net profit climbed 32% to 8.6 billion Danish kroner as it launched 330 new products, including its Smart Play kit with bricks that emit sounds and light. Chief executive Niels B Christiansen described the World Cup as a breakthrough and said the brand’s culturally relevant experiences are supporting demand globally.
The company also said it is expanding solar energy capacity at its factories, including work on its largest solar installation so far in Billund, Denmark. Lego said the project will add 160,000 panels capable of producing 99 GWh a year and is designed to match the company’s electricity needs in the town.