Lego reports 21% revenue jump driven by World Cup, F1 and pop culture sets

Lego announced that its revenue for the first half of 2026 grew by more than a fifth, reaching 41.9 bn Danish kroner, as licensed collections linked to the football World Cup, Formula One and the film K-Pop Demon Hunters resonated with shoppers. Sales to end-customers rose 22% across key regions including the Americas, Europe and the Asia-Pacific, while the firm launched 330 new items, among them a high-tech Smart Play set that emits sound and light.

Net profit surged 32% to 8.6 bn kroner. Chief executive Niels B Christiansen said the results reflect broad appeal and cultural relevance, allowing continued investment in growth and sustainability. The company is expanding solar capacity at all factories and began building its largest solar array in Billund, Denmark, which will feature 160,000 panels producing 99 GWh per year. Lego also aims to finish switching to paper-bag packaging by next year, aligning with its environmental goals.