Lego reports that sales increase by more than a fifth in the first half of 2026, with demand supported by tie-ups including the football World Cup and Formula One. The company links growth to product lines that also include entertainment-focused ranges such as Star Wars and the film “KPop Demon Hunters,” alongside other categories.
Lego says revenue rises 21% to 41.9 billion Danish kroner in the six months to the end of June, driven by stronger performance across the Americas, Europe and the Asia Pacific. Several outlets report that the company’s consumer sales to clients increase by 22% and that Lego gains market share by outpacing rivals such as Mattel and Hasbro. One outlet also notes that higher oil prices do not materially affect its costs, while another highlights that the company launches more than 330 new products during the period.
Across coverage, the emphasis differs: some focus on sports-related merchandise as the main driver, while others stress broader franchise partnerships and a steady stream of new releases.
