Tuesday 25 August 2026 11:38 am
| Updated:
Tuesday 25 August 2026 11:48 am
Lego has seen a "breakthrough" in demand for its toys
Lego has posted record first-half sales as its World Cup and Formula 1 ranges helped extend a red-hot run for the toymaking giant.The Danish firm saw revenue grow by 21 per cent to 41.9bn Danish kroner (£4.8bn) in the six months to June, while pre-tax profit jumped by a third to 11.3bn Danish kroner (£1.3bn).Lego said it is seeing continuing interest in its longstanding Star Wars and Ninjago ranges but added that its tie-in ranges with F1 and the Fifa World Cup are driving “strong consumer excitement”. The toymaker also pointed to its new KPop Demon Hunters range, which includes characters from Netflix’s hit animated film. Released in June last year, the film is the US streamer’s most-watched original title in its history. Lego’s World Cup range included an official replica of the tournament’s trophy and figurines of star players including Lionel Messi and Cristiano Ronaldo.Neils Christiansen, Lego’s chief executive, said the new range was a “breakthrough” in allowing the group to access a new wave of demand.“We have seen a lot of excitement around the trophies, and a lot of excitement for the most popular football players worldwide,” he said.“People have been able to use the brand to show off and display and live into their passions and fandoms, and I think that is driving a lot of success.”Iran war to push up costsLego said it has seen an increase in costs caused by the US-Iran war. Finance chief Jesper Anderson said the company had seen a rise in logistics and input costs as a result of the closure of the Strait of Hormuz. He said these rising costs were “not a material impact in the first half” but added that he expects “to see a little more cost increases in the second half of the year”. The group said it is piling investment into its sustainability goals. The group is fitting out all of its factories with solar panels and plans to use only paper bags by next year. “Our success in the market means we can maintain high investment levels in growth and sustainability for both the short and long term,” Christiansen said.He added: “We are very pleased with our strong start to 2026 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.” Lego is investing in what is calls the “smart brick,” which includes sound effects and interactive light effects. It remains unclear what this new invention will be used for, but Christiansen said its functions will be revealed over time. Amid this investment in new tech, the Lego boss ruled out relying on artificial intelligence to build entire sets.
