Lego sales rise as World Cup products draw new customers

Lego's sales surged 21% in the first half of the year, propelled by the popularity of World Cup and Formula 1 themed sets, according to the Danish toy company's CEO, Niels Christiansen. The growth outpaces rivals such as Mattel and Hasbro, thanks to strategic partnerships with film and entertainment franchises, as well as the introduction of sets for adults.

The company's revenue reached 41.9 billion Danish crowns, a 24.6% increase from the same period in 2025, while net profit rose by 32% to 8.6 billion Danish crowns. Christiansen revealed that the product portfolio has been particularly successful in attracting new customers and reigniting interest among existing ones. Lego unveiled over 330 new sets, including a $199.99 replica of the official Fifa World Cup trophy, Pokemon sets featuring interactive bricks, and K-Pop Demon Hunters sets, which resonated especially with girls.

The company anticipates a potential impact from rising oil prices, which have elevated the cost of plastics used in Lego bricks, but has not been significant thus far due to the company's reliance on non-fossil-fuel-based materials. Lego is actively transitioning to renewable and recyclable materials and is constructing a factory and distribution center in Virginia, with plans to open by mid-2027.