Key facts
- Lego sales increased 21% to 41.9 billion Danish crowns in the first half.
- Net profit grew 32% to 8.6 billion Danish crowns.
- Growth was driven by sets related to the World Cup, Formula 1, K-Pop Demon Hunters, and Star Wars.
- The company is expanding solar energy capacity at its factories.
- Lego is transitioning to paper bags in its packaging.
Lego reported a significant 21% increase in sales for the first half of the year, reaching 41.9 billion Danish crowns (£4.8 billion). Net profit also saw a substantial rise of 32%, totaling 8.6 billion Danish crowns (£1 billion). The company attributed this growth to a strong product portfolio, including popular sets tied to the football World Cup, Formula 1, the film KPop Demon Hunters, as well as its flower-based and Star Wars kits. Sales to consumers increased by 22% across the Americas, Europe, and Asia Pacific regions. The company launched 330 new products, including high-tech Smart Play kits. CEO Niels B Christiansen expressed satisfaction with the strong start to 2026 and the excitement for the Lego brand, noting that culturally relevant brand experiences continue to drive demand globally. Lego is also expanding its solar energy capacity at all factories and is constructing its largest solar installation to date in Billund, Denmark, expected to operate next year. The company is continuing its global shift towards paper bags in packaging, aiming for completion next year. Lego has led a resurgence in the toy market, with adult buyers, known as 'kidults', increasingly purchasing expensive Lego sets and collectible figurines as an alternative to digital entertainment.