Lego has posted another record half-year as a potent mix of football, Formula 1 and the global success of KPop Demon Hunters helped the Danish toymaker deliver double-digit growth despite an increasingly uncertain consumer environment.
Revenue jumped 21 per cent to 41.9bn Danish kroner (£4.8bn) in the six months to June, while pre-tax profit climbed by almost a third to 11.3bn kroner (£1.3bn).
The performance marks another powerful expansion for the privately owned group, which has continued to gain market share while broadening its appeal beyond traditional children’s toys.
Lego launched more than 330 new products during the first half, including a replica of the official Fifa World Cup trophy and new interactive-brick sets featuring franchises such as Star Wars and Pokémon.
The forthcoming World Cup has provided an additional boost, while Formula 1 and Netflix’s KPop Demon Hunters have helped Lego tap into cultural phenomena far beyond its traditional customer base.
Niels Christiansen, Lego’s chief executive, said: “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.”
Operating profit rose 22 per cent to 10.9bn kroner (£1.2bn) despite increased investment in strategic initiatives, including efforts to reduce the environmental impact of its products.
The company is under pressure to find alternatives to conventional plastics used in its famous bricks and said it was investing in more renewable and recyclable materials.
It is also targeting a switch to paper-based bags across all its factories by 2027, adding to the cost of its sustainability programme.
The results underline the strength of Lego’s global brand at a time when many consumer companies are grappling with softer demand, higher costs and shifting spending patterns.
Rather than relying solely on its core construction sets, Lego has increasingly used major entertainment franchises, sport and digital experiences to attract new customers and extend the lifespan of its products.
The strategy appears to be paying off, with the World Cup offering another major global marketing opportunity in the second half of the year.
For Lego, the challenge now is less about finding growth than maintaining the extraordinary pace of expansion without allowing rising investment and production costs to erode margins.
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