Lego has posted record half-year sales, boosted by a build-it-yourself World Cup trophy and other kits tied to the 2026 FIFA tournament. The Danish toymaker's revenue jumped by a fifth to £4.8 billion in the first six months of the year, while profits rose 22% to £1.25 billion.
World Cup range drives demand
The World Cup-themed trophy model, priced at £160, contains more than 2,800 pieces and includes a hidden compartment with a small Lego figure. Other items in the range included Lionel Messi and Cristiano Ronaldo celebrating brick sets and a 1,500-piece official ball.
Lego 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. Our success in the market means we can maintain high investment levels in growth and sustainability for both the short and long term.”
New products and bestsellers
The company launched more than 330 new products in the first half of the year alone. Bestsellers included the car-themed Lego Speed Champions, with kit tie-ups to the Hollywood films Fast and Furious and Back to the Future.
Lego Botanicals, a range popular with adults who create their own floral arrangements, also remained a strong seller, along with Lego Technic, Icons and a Star Wars collection. The firm also highlighted the popularity of Formula 1 and KPop Demon Hunters sets.
Kidult trend fuels growth
The complexity of some Lego kits is appealing to a “kidult” trend, as adults turn to toys to relax. The British Toy & Hobby Association, which hosts the annual Toy Fair at London's Olympia, said sales in the “kidult” category surged by 10% last year.
