Lego sales increased by 21% in the first half of the year, with new collections dedicated to the World Cup and Formula 1 attracting new buyers. This was reported by the company's CEO in an interview with Reuters.
According to the Reuters article, Lego's revenue reached 41.9 billion Danish kroner ($6.54 billion), compared to 34.6 billion kroner in the first half of 2025. Net profit rose by 32% to 8.6 billion Danish kroner.
Lego has increased its market share as its growth rates surpass those of competitors Mattel and Hasbro. The agency reports that this is aided by a strategy of collaboration with film and entertainment franchises, as well as the expansion of adult sets alongside those for children.
“The lineup is really strong, and in the first half of the year it has attracted buyers interested in new themes,” said Lego CEO Niels Christiansen in an interview with the agency.
In the first half of the year, Lego released over 330 new sets, including a replica of the FIFA World Cup trophy priced at $199.99, new interactive sets themed around Pokémon, and sets themed around “K-pop Demon Hunters,” which, according to Christiansen, are particularly popular among girls.
As Reuters reports, the sharp rise in oil prices due to the war with Iran has led to an increase in the cost of plastic used by Lego in its parts production. Christiansen noted that this could impact the company in the second half of the year, but so far the effect remains minor.
“We feel the impact of high oil prices, but since we procure a large amount of materials that are not related to fossil fuels and whose prices are less dependent on oil prices, we are managing to cope with this situation quite well,” added Christiansen.
Reuters' article also mentions that Lego is gradually transitioning to the use of renewable and recyclable materials for its parts production.
