Lego sales hit record high on demand for new product launches

25th Aug 2026 12:38

(Sharecast News) - First-half sales at Lego jumped by more than a fifth to a record high, helped by new product releases and partnerships with franchises including the World Cup and KPop Demon Hunters.

The Danish toy giant reported revenues of DKK41.9bn ($6.5bn) over the first six months of 2026, with "strong momentum" noted across most major regions.

"We are very pleased with our strong start to 2026 and the excitement we see for the LEGO brand," said Lego boss Niels B Christiansen.

The company, which said it outpaced a growing global toy market and gained market share, said demand was driven by the 330 new product releases during the half.

Bestselling themes included both homegrown and entertainment IPs, including merchandising deals with Star Wars, FIFA World Cup, Formula 1 and KPop Demon Hunters.

Operating profits were 22% higher at DKK10.9bn, bolstered by scale efficiencies and productivity initiatives, while cash flow surged 47% to DKK8.6bn, even as the firm stepped up investments in building a new factory and upgrading existing facilities.

"Our success in the market means we can maintain high investment levels in growth and sustainability for both the short and long term," Christiansen said.