Lego has reported strong sales growth in the first half of 2026. Revenue rose 21 percent to 41.9 billion Danish kroner, worth about £4.8 billion.
The rise came as demand grew in the Americas, Europe and Asia-Pacific. Sales in China were weaker, but growth in other major markets helped offset the slow result there.
Sales from Lego clients to consumers also rose 22 percent. The company said its wide mix of products helped bring more people to the brand.
Football played a key role in Lego’s strong start to the year. The company launched products linked to the 2026 World Cup, including player figures and larger building sets.
The range includes Lego versions of famous football stars such as Harry Kane, Cristiano Ronaldo and Lionel Messi. Some larger sets sell for up to £159.99.
Lego also used Formula One to reach sports fans. The company has built a growing range around major sports and other popular interests.
The firm said the World Cup was an important step for its business. It helped Lego connect its products with a major event watched by fans around the world.
Lego launched 330 new products during the first six months of the year. The range includes classic building sets, film and TV products, flowers, Star Wars and new tech-based toys.
The company has also expanded its Smart Play range. Some new Lego products can use sound and light to add new features to play.
Lego has found strong demand from both children and adults. Adult buyers are now an important part of the toy market.
Many adult fans buy costly Lego sets as hobbies or collectibles. They also help bring the brand to younger buyers by sharing their interest with children and families.
This trend has helped Lego build a wider customer base. The company said more adults are becoming strong supporters of the brand.
Lego has also linked its products to major films and entertainment brands. KPop Demon Hunters has joined a list of popular culture themes used to attract fans.
Other products include Star Wars sets and items linked to other major shows and brands. These links allow Lego to reach people through interests beyond traditional toys.
The company is also benefiting from a wider change in the toy market. Adults are spending more on toys and collectibles as they look for new forms of entertainment.
In the UK, buyers aged 12 and above account for a large share of toy spending. Research has also shown that adult toy spending increased in 2025.
Lego’s profit also increased during the first half of 2026. Net profit rose 32 percent to 8.6 billion Danish kroner, or about £1 billion.
The result shows that the company managed to grow earnings as sales increased. Lego said it would keep investing in product growth and its long-term plans.
However, the company expects some costs to rise during the second half of the year. Higher fuel costs and raw material prices could add pressure to the business.
Lego said it does not expect these higher costs to have a major effect on its business. The company will continue to watch costs as it plans for the rest of the year.
Lego is also investing in renewable energy at its factories. The company has started work on its largest solar project at its main site in Billund, Denmark.
The project will have 160,000 solar panels. It is expected to start operating next year and could produce 99 gigawatt-hours of power each year.
Lego said the project is designed to match its power needs in Billund. The company is also moving toward paper bags for its product packaging.
Lego expects its global shift to paper bags to finish next year. It is also using more recycled plastic in its products as it works to reduce its use of new plastic.
Lego’s strong first-half result shows continued demand across several markets. Sports, entertainment and classic Lego themes all helped attract buyers.
The company now faces higher costs and weaker sales in China. Still, strong results in other regions have given Lego a solid start to the year.
With more new products planned and major cultural events continuing to shape demand, Lego is looking to maintain its growth through the rest of 2026.
