Toy giant posts record first-half revenues after launching more than 330 new products and teaming up with some of the world’s biggest sporting and entertainment brands

LEGO consumer sales have surged by 22 per cent as the toy giant benefited from strong demand across its range and high-profile tie-ups including the FIFA World Cup and Formula 1.

The Danish company said sporting and entertainment partnerships involving the 2026 World Cup, F1 and KPop Demon Hunters helped build consumer excitement during the first half of the year.

More than 330 new LEGO products were launched during the six months, with Star Wars, Speed Champions, Botanicals, Technic and Icons among its bestselling ranges.

Its new SMART Play technology has also been introduced through Star Wars and Pokémon products, as LEGO continues to target builders of all ages and interests.

Chief executive Niels B Christiansen said: “We are very pleased with our strong start to 2026 and the excitement we see for the LEGO brand. Our portfolio of products offers something for everyone, and culturally relevant brand experiences continue to drive demand across the globe.”

According to its H1 2026 results, published yesterday, its consumer sales rose 22 per cent during the first half of 2026, helping push revenue up 21 per cent to a record DKK 41.9bn. Operating profit increased 22 per cent to DKK 10.9bn and net profit jumped 32 per cent to DKK 8.6bn.

LEGO said it grew faster than the wider global toy market and gained market share, with particularly strong momentum across the Americas, Western Europe, Central and Eastern Europe, the Middle East and Africa, and Asia Pacific.

The company now has 1,106 branded stores worldwide and has acquired 29 LEGO and LEGOLAND Discovery Centres from Merlin Entertainments, which attract around five million visitors a year.

LEGO is also spending heavily on expanding production, with investment in new and upgraded factories rising to DKK 4.6bn from DKK 4.2bn during the same period last year. Construction is continuing on a new factory and regional distribution centre in Virginia in the US, with both expected to open in 2027.

In June, the company also opened a 100,000 sq metre manufacturing innovation centre in Billund, Denmark, where more than 1,800 employees will develop, test and scale new production technologies.

LEGO said cash generated from its operations rose 47 per cent to DKK 8.6bn during the half-year, while free cash flow increased from DKK 1.7bn to DKK 2.1bn despite the higher investment.

The group is increasing the share of renewable and recycled materials bought to make its bricks and continuing its transition to paper-based bags, with the remaining packaging lines due to be converted by 2027. Its largest solar project to date is now under construction in Billund, where 160,000 panels are expected to produce 99 GWh of electricity a year once the site becomes operational in 2027. The solar park is designed to match its electricity needs in the Danish town.

LEGO also marked the 15th anniversary of NINJAGO during the period. Launched in 2011, it has become the company’s longest-running homegrown entertainment franchise and remains highly popular with fans globally.

Christiansen added: “It’s been a real highlight to see the passion and commitment of our 34,000 colleagues in our organisation who work to inspire kids and fans everywhere.”

READ MORE: Off the blocks: LEGO and Formula 1 reunite for documentary on viral Miami Grand Prix stunt. LEGO’s ten life-size, drivable Formula 1 cars, which stunned fans at the Miami Grand Prix, are back in the spotlight in a new documentary revealing how engineers built them from nearly 400,000 bricks each.

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_{Main image: The LEGO Group’s Kornmarken Campus in Billund, Denmark, where more than 1,800 employees are working to develop, test and scale new manufacturing technologies. Credit: ©2026 The LEGO Group}