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 ۲۱% to ۴۱.۹bn Danish kroner (£۴.۸bn) in the first six months of ۲۰۲۶, driven by strong growth in the Americas, Europe and the Asia Pacific regions. Sales by its clients to consumers rose by ۲۲%.
Net profit increased ۳۲% to ۸.۶bn Danish kroner (£۱bn) as the group launched ۳۳۰ 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 ۲۰۲۶ 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 ۱۶۰,۰۰۰ panels able to produce ۹۹ 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 ۱۲ and over) are spending spare cash on expensive Lego sets and collectible figurines. This group is behind £۱ in every £۳ spent on toys in the UK, and these buyers spent ۱۰% more in ۲۰۲۵ than the year before according to a study by the market research company Circana.
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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”.
