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Lego revenues rose 21% in first half on World Cup and F1 tie-ins
In the first six months of 2026, Lego reported net profit up 32% to 8.6 billion Danish kroner and said it launched 330 new products.
Lego Group said sales rose 21% as demand was boosted by partnerships and product ranges tied to the football World Cup and Formula One, alongside licenses and themes including the hit film KPop Demon Hunters and Star Wars kits, according to Guardian Business.
The company reported first half 2026 revenues increased by 21% to 41.9 billion Danish kroner, with client-to-consumer sales up 22%, and it said revenues grew in the Americas, Europe, and Asia Pacific regions. Net profit rose 32% to 8.6 billion Danish kroner.
Lego attributed the performance to a wider product slate, launching 330 new products during the period, including its Smart Play kit designed to emit sounds and light.
Lego also outlined ongoing investment and sustainability steps, including expanding solar energy capacity at its factories and starting construction in June on its largest solar installation in Billund, Denmark, with 160,000 panels expected to begin operating next year.