Lego sales rise as World Cup products draw new customers, despite Iran war raising cost of plastics

The Danish toy giant Lego saw its sales surge by 21% in the first half of 2026, a performance boosted by the popularity of its soccer World Cup and Formula 1 themed sets, which successfully attracted new customers. This growth has allowed Lego to gain market share, outpacing competitors like Mattel and Hasbro, partly due to collaborations with film and entertainment franchises and an expanded range of sets designed for adults.

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We also see more kids in the brand, which is really exciting for us that we managed to grow both the number of kids and consumers active, and also the total amount that they're buying.

Lego's revenue reached 41.9 billion Danish crowns ($6.54 billion) in the first half of the year, a significant increase from 34.6 billion crowns in the same period of 2025. Operating profit climbed 22% to 10.9 billion Danish crowns, while net profit saw an even more substantial rise of 32%, reaching 8.6 billion Danish crowns. The company also reported a healthy increase in free cash flow, rising from 1.7 billion Danish crowns to 2.1 billion.

CEO Niels Christiansen highlighted the strength of the product portfolio, which tapped into new "passion points" during the first half. He expressed particular excitement about growing the number of child customers and active consumers, noting that "culturally relevant brand experiences continue to drive demand across the globe." This success enables Lego to maintain high investment levels in both growth and sustainability initiatives.

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We are very pleased with our strong start to 2026 and the excitement we see for the LEGO brand. Our product portfolio 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.

Investments are being directed towards expanding factory capacity, acquiring LEGO and LEGOLAND Discovery Centres, and advancing sustainable materials research. Lego is also continuing its transition to paper-based bags, with a goal to convert all packaging lines by 2027. A large solar park, featuring 160,000 panels capable of producing 99 GWh annually, is planned near its Billund headquarters and is expected to be operational in 2027. Despite the Iran war driving up oil prices and consequently the cost of plastics used for its bricks, Christiansen indicated that the impact on Lego's finances has not been significant thus far, though it could be felt in the second half of the year.

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It’s been a real highlight to see the passion and commitment of our 34,000 colleagues in our organization who work to inspire kids and fans everywhere.