Lego sales rise as World Cup and F1 ranges prove to be winners

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Lego sales rose by 21% as World Cup products helped draw new customers. Photograph: Patrick T Fallon/AFP/Getty Images View image in fullscreen Lego sales rose by 21% as World Cup products helped draw new customers. Photograph: Patrick T Fallon/AFP/Getty Images Lego Lego sales rise as World Cup and F1 ranges prove to be winners Danish toymaker also scores success with KPop Demon Hunters, Star Wars and botanicals products

Prefer the Guardian on Google Lego sales have risen by more than a fifth as tie-ups with the football World Cup, Formula One and the hit film KPop Demon Hunters as well as its flower-based and Star Wars kits drive demand.

The Danish toymaker said its revenues had increased by 21% to 41.9bn Danish kroner (£4.8bn) in the first six months of 2026, driven by strong growth in the Americas, Europe and the Asia Pacific regions. Sales by its clients to consumers rose by 22%.

Net profit increased 32% to 8.6bn Danish kroner (£1bn) as the group launched 330 new products including its hi-tech Smart Play kit, with bricks that emit sounds and light.

He said Lego was expanding solar energy capacity at all of its factories. In June, it began constructing its largest solar installation so far in Billund, Denmark – its main headquarters and the home of the original Legoland park. The site, which will begin operating next year, will feature 160,000 panels able to produce 99 GWh a year. It is designed to match the company’s electricity needs in the town.