Lego builds record sales on World Cup and F1 fever

Lego has reported record first-half sales, driven by its World Cup and Formula 1-themed product lines. The Danish toy company's revenue surged by 21% to 41.9bn Danish kroner (£4.8bn) in the six months ending June, while pre-tax profit jumped by a third to 11.3bn Danish kroner (£1.3bn). While the company's established Star Wars and Ninjago lines continue to attract interest, it attributes its strong performance to the new F1 and World Cup ranges.

These tie-in products have sparked "strong consumer excitement," according to Lego. The World Cup collection features an official replica of the tournament's trophy and figurines of global football stars like Lionel Messi and Cristiano Ronaldo. Lego CEO Neils Christiansen emphasized that the new range opens the door to a fresh wave of demand, allowing fans to display their passion for the sport through the Lego brand.

However, the company faces rising costs due to the ongoing US-Iran war, which has increased logistics and input costs. Despite these challenges, Lego remains committed to its sustainability goals, planning to install solar panels in all its factories and switch to paper bags by next year. The company is also investing in its "smart brick," which incorporates sound effects and interactive light effects.

While the specific applications of this technology remain unclear, Lego CEO Christiansen affirmed that the Lego brand's diverse product portfolio and culturally relevant experiences continue to fuel demand worldwide.