Lego sales rise as World Cup products draw new customers
The Danish toymaker has outpaced rivals Mattel and Hasbro to gain market share, while high oil prices have had little impact on costs.
Lego reported a 21% increase in sales during the first half of the year, driven by the popularity of World Cup and Formula 1 themed sets. The Danish toy company's revenue reached 41.9 billion Danish crowns (approximately $6.54 billion), a 32% rise from the same period in 2025. Net profit also increased by 32% to 8.6 billion Danish crowns.
Lego CEO Niels Christiansen attributed the growth to the launch of over 330 new sets, including those featuring popular franchises like Pokemon and K-Pop Demon Hunters. The successful product portfolio has attracted both children and adults, resulting in a substantial increase in both the number of consumers and their spending. Despite the rise in oil prices due to the Iran war, Christiansen noted that the company's use of non-fossil fuel-based materials has helped mitigate the impact on production costs.
Lego is also investing in renewable and recyclable materials, and plans to build a factory and distribution center in the United States by mid-2027.
Written by urgent.news from Free Malaysia Today's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
Also reported by 3 other outlets
- Lego builds record sales on World Cup and F1 fever cityam.com
- Lego sales rise as World Cup products draw new customers freemalaysiatoday.com
- Lego sales rise as World Cup and F1 ranges prove to be winners theguardian.com
