Lego posts record first-half results on World Cup, F1 demand

Lego reported record first-half results for 2026, with revenue jumping 21% to 41.9 billion Danish kroner and net profit surging 32% to 8.6 billion Danish kroner. The Danish toymaker attributed the strong performance to a combination of new product launches, including tie-ins with the FIFA World Cup and Formula 1, and sustained demand for its core brands.

The company launched more than 330 new sets in the first six months of the year. A key driver was the official FIFA World Cup range, which included a replica trophy and figurines of star players. Lego CEO Niels Christiansen said the World Cup collection represented a breakthrough in reaching new customers. "We have seen a lot of excitement around the trophies, and a lot of excitement for the most popular football players worldwide," he stated. The company also highlighted strong sales from its Formula 1 partnership and collections based on Netflix's hit animated film KPop Demon Hunters.

The results underscore Lego's continued market share gains against rivals like Mattel and Hasbro. Christiansen noted the company is growing both its number of child customers and adult collectors, often referred to as "kidults." This demographic...