Lego sales surged 21% in the first half as World Cup and Formula 1 sets attracted new buyers, pushing revenue and profit to fresh highs despite rising costs.
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Lego sales jumped 21% in the first half of 2026, sending the Danish toy giant to another record as FIFA World Cup and Formula 1 sets brought new customers into the brand.
Revenue reached 41.9 billion Danish crowns ($6.54 billion), up from 34.6 billion crowns a year earlier. Net profit rose 32% to 8.6 billion crowns, showing that Lego's growth is translating into stronger profits.
The company launched more than 330 new sets in six months. Speed Champions, Botanicals, Technic, Icons and Star Wars remained strong, while partnerships with Formula 1, FIFA World Cup 2026 and KPop Demon Hunters opened new routes to consumers.
The strategy is putting pressure on rivals. Lego has gained market share while growth has outpaced major competitors such as Mattel and Hasbro. It is also pushing deeper into the adult market, turning a children's toy into a product with wider appeal.
CEO Niels Christiansen said the latest releases are bringing more children into the brand while existing customers are also buying more.
The product pipeline is certainly aggressive. Lego launched a $199.99 replica of the FIFA World Cup trophy, Pokemon sets using its new interactive bricks and KPop Demon Hunters sets that have proved especially popular with girls.
That mix gives Lego access to sports fans, collectors, children and adults. But there is a risk: chasing every major franchise could make the product range crowded and force consumers to choose between too many expensive sets.
Costs are another pressure point. Higher oil prices have pushed up the cost of plastics used in Lego bricks. Yet CEO Niels Christiansen said the impact has remained limited because Lego is using more materials that are less dependent on fossil fuels.
The company is also moving production closer to its biggest markets. Its new Virginia factory and distribution centre is expected to open by mid-2027.
Is Lego still a toy company or becoming an entertainment brand built in plastic?
That question matters for Lego sales growth. The company's 2026 performance shows that strong products, powerful licenses and a broader customer base can deliver exceptional results. But maintaining that pace will require more than attaching the Lego name to the next big trend.
Business Honor examines Lego earnings 2026 tell a clear story: customers are buying, rivals are losing ground and the brand is reaching beyond its traditional audience. The real test will be whether Lego can turn this surge into lasting growth.
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