Lego sales rise as World Cup products draw new customers
The company launched more than 330 new sets and reported 32% higher net profit as franchise tie-ins drew in new consumers.
- On Tuesday, Lego CEO Niels Christiansen reported record first-half revenue of 41.9 billion Danish kroner , a 21% increase from the prior year.
- The company introduced over 330 new product lines, with ranges linked to the FIFA World Cup, Formula 1, and Netflix film KPop Demon Hunters attracting new customers.
- Operating profits rose 22% to 10.9 billion Danish kroner as Christiansen maintained diverse pricing, offering products from $30 sets to nearly 2,000-piece models retailing for $250.
- Expanding its footprint, Lego is building a factory and distribution centre in Virginia, aiming to open by mid-2027 while shifting toward renewable and recyclable materials for brick production.
- Christiansen expects double-digit growth for the full year, stating, "It has been stronger than expected in the first half across the board," despite struggles in the Chinese market.
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Lego, the world's number one toy, made "stronger than expected" in the first six months of the year with a profit increasing by more than 30%, congratulated the managing director of the Danish company in an interview at the AFP, made public on Tuesday on the occasion of the publication of his semi-annual report.
Lego sales rise as World Cup products draw new customers, despite Iran war raising cost of plastics
Lego's revenue was 41.9 billion Danish crowns ($6.54 billion), operating profit rose 22% to 10.9 billion Danish crowns, while net profit rose 32% to 8.6 billion Danish crowns.
Lego had a profit of 8.6 billion Danish crowns (US$1.34 billion) in the first six months of 2026, a growth of 32.3% over the same period of the previous year. Exclusive material for subscribers. To have full access, access the link of the subject and register.
Danish toy maker Lego reported a 32 percent increase in net profit to 8.6 billion Danish kroner (27.7 billion crowns) in the first half of the year, as sales rose more than 20 percent, helped by products related to the World Cup and Formula 1 races that attracted new customers.
Lego bricks may be small, but they can achieve great things. A generous pang of pain when you step on them barefoot in the morning...
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