LEGO sales rose 21% in the first half of 2026, as sets linked to the FIFA World Cup and Formula 1 helped attract new customers.
World Cup LEGO figures included Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Erling Haaland, while its Formula 1 range featured Lewis Hamilton, appealing to both children and adults.
The company’s net profit rose 32% compared with 2025, reaching $1.34 billion.
“The product portfolio is really, really strong and taps into new consumer interests and passions in this first half,” LEGO CEO Niels Christiansen told Reuters.
World Cup LEGO figures included Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Erling Haaland, while its F1 range featured Lewis Hamilton, appealing to both children and adults.
“We also see more kids coming into the brand, which is really encouraging for us, as we have managed to increase both the number of kids and active consumers and the overall amount of products they buy,” he added.
LEGO launched more than 330 new sets in the first half of the year, including a $199.99 replica of the official FIFA World Cup trophy, Pokémon sets featuring the company’s new interactive bricks and KPop Demon Hunters sets.
LEGO is growing faster than rival toy companies, supported by partnerships with film and entertainment franchises and a broader range of sets aimed at both children and adults.
Source: Reuters
