Lego reported a 21% increase in sales for the first half of 2026, with revenue reaching 41.9 billion Danish crowns ($6.54 billion), up from 34.6 billion crowns in the same period last year. Net profit rose 32% to 8.6 billion crowns, reflecting strong demand for new themed sets tied to major sporting events and entertainment franchises.
The Danish toymaker launched more than 330 new sets in the first half, including soccer World Cup and Formula 1-themed products, as well as a $199.99 replica of the official FIFA World Cup trophy. CEO Niels Christiansen highlighted the appeal of these offerings, noting that the product portfolio has expanded into new passion points. "We also see more kids in the brand," Christiansen said, adding that growth was driven by both an increase in the number of active consumers and higher spending per customer.
Lego’s performance contrasts with challenges faced by rivals Mattel and Hasbro, which have reported weaker results in recent quarters. The company attributed its growth to strategic product diversification and sustained consumer engagement across age groups, including initiatives targeting girls with K-Pop Demon Hunters sets.
Christiansen also addressed supply chain pressures, acknowledging the impact of higher oil prices—linked to geopolitical tensions—on plastic costs. However, he noted that Lego’s shift toward non-fossil-fuel-based materials has mitigated the effect on margins. The company is also advancing plans to open a new factory and distribution center in Virginia, with construction targeted for mid-2027 to better serve North American markets.
The results underscore Lego’s resilience amid broader industry headwinds, with the company continuing to prioritize innovation in materials and product design.
