Lego sales rise as World Cup products draw new customers
The company launched more than 330 new sets and reported 32% higher net profit as franchise tie-ins drew in new consumers.
- On Tuesday, Lego CEO Niels Christiansen reported record first-half revenue of 41.9 billion Danish kroner , a 21% increase from the prior year.
- The company introduced over 330 new product lines, with ranges linked to the FIFA World Cup, Formula 1, and Netflix film KPop Demon Hunters attracting new customers.
- Operating profits rose 22% to 10.9 billion Danish kroner as Christiansen maintained diverse pricing, offering products from $30 sets to nearly 2,000-piece models retailing for $250.
- Expanding its footprint, Lego is building a factory and distribution centre in Virginia, aiming to open by mid-2027 while shifting toward renewable and recyclable materials for brick production.
- Christiansen expects double-digit growth for the full year, stating, "It has been stronger than expected in the first half across the board," despite struggles in the Chinese market.
54 Articles
54 Articles
Lego has launched 330 new products so far this year, including ‘something for everyone.’ It’s paying off
Lego Group continues to be a bright spot in a world marred by a cost-of-living crisis and limited excess spending. On Tuesday, August 25, the Danish toy company announced a 21% increase in revenue year over year (YOY) for the first half of 2026. The jump signified a record high for Lego, at 41.9 billion Danish kroner in revenue, about $6.54 billion. Lego also reported a 22% increase in operating profit YOY to DKK 10.9 billion, about $1.7 billi…
Lego, the world's number one toy, made "stronger than expected" in the first six months of the year with a profit increasing by more than 30%, congratulated the managing director of the Danish company in an interview at the AFP, made public on Tuesday on the occasion of the publication of his semi-annual report.
Lego sales rise as World Cup products draw new customers, despite Iran war raising cost of plastics
Lego's revenue was 41.9 billion Danish crowns ($6.54 billion), operating profit rose 22% to 10.9 billion Danish crowns, while net profit rose 32% to 8.6 billion Danish crowns.
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Pakistan Live NewsLego sales surge 21% as World Cup and F1 sets drive record growth
Strong demand for FIFA World Cup collectibles, Formula 1 partnerships, and pop culture tie-ins pushed Lego’s first-half revenue to a record 41.9 billion Danish kroner, drastically...
Lego had a profit of 8.6 billion Danish crowns (US$1.34 billion) in the first six months of 2026, a growth of 32.3% over the same period of the previous year. Exclusive material for subscribers. To have full access, access the link of the subject and register.
Lego builds record sales on World Cup and F1 fever
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 …
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