The Danish toy giant LEGO had a 21 per cent increase in sales in the first half of 2026 as new products linked to major sporting events, entertainment franchises and popular culture were up almost 20 per cent.
The company outperformed many other major competitors by a large margin and continued to win a larger share of the global toy market. Combining classic LEGO building sets with movie, television, sports and entertainment properties has attracted kids and adults alike.
LEGO reported revenue increased from 34.6 billion Danish kroner in the first half of 2025 to 41.9 billion Danish kroner ($6.54 billion) in the first half of 2026. Net profit rose 32 percent to 8.6 billion Danish kroner for the same period.
World Cup and Formula 1 Sets Boost Demand
LEGO has been able to grow this product list across the world with the latest products from the world's most popular sports.
Official FIFA World Cup and Formula 1 products have helped bring new consumers into the LEGO ecosystem. And the company has been looking not only at children’s products but also adult collectors and sports fans.
LEGO released more than 330 new sets in the first half of 2026. The portfolio included K-Pop Demon Hunters, Pokémon, and big sporting properties.
Among the most notable launches was a $199.99 replica of the official FIFA World Cup trophy for fans and collectors.
LEGO CEO Niels Christiansen told Reuters the company’s product portfolio had been particularly robust in the first half of the year and, in this way, it was reaching new consumer interests.
He also mentioned an increase in children engaging with the brand, and growth in the number of active consumers and overall consumer spending.
LEGO Outpaces Mattel and Hasbro
LEGO’s performance comes as the global toy industry struggles. Yet the Danish company has done so much better than rivals including Mattel and Hasbro.
Its strategy is to develop products for older people and work with entertainment franchises with a lot of fans already in place and a big fan base.
So LEGO is able to expand its product base beyond the kids’ toy market and to go back to adult consumers.
Products related to films, television series, video games, sports and popular culture are growing to be a bigger part of the company’s portfolio.
Higher Oil Prices Push Up Plastic Costs
And LEGO is under pressure from higher raw material costs, despite its strong sales performance.
Plastic is the most important material used in the production of LEGO bricks, and higher oil prices can increase the cost of producing conventional plastics. The recent increase in oil prices caused by geopolitical tensions has presented an additional cost challenge for the company.
Christiansen said the company has been affected by higher oil prices but has managed the impact relatively well so far.
One reason is that LEGO is increasingly using materials that are not based on fossil fuels and hence less closely related to oil prices.
LEGO Moves Towards Renewable Materials
LEGO has been working to reduce its dependence on fossil-fuel-based materials and increase the use of recycled and renewable alternatives.
The company has been testing different materials as it tries to make its iconic bricks more sustainable without compromising their quality and durability.
The transition is particularly significant because LEGO creates billions of individual pieces each year, so material sourcing is very much part of its environmental objectives.
New US Manufacturing Facility Planned
LEGO is doing the same in the USA, with manufacturing and distribution.
The company is building a new manufacturing and distribution centre in Virginia, with the site expected to open by the middle of 2027.
Producing more products closer to its core markets would help LEGO have better supply chain efficiency and at least some of the logistical difficulties involved in shipping products across long distances.
It’s also a signal of the confidence that US demand is still strong.
Strong Portfolio Supports Growth
LEGO’s first-half performance shows how the company is taking licensed properties, sports partnerships and innovative products to tap into a larger consumer base.
More than 330 new sets were launched in the first six months of 2026, and the company has been actively revamping its product portfolio and targeting different consumer interests.
The company has been able to expand its business by meeting demand and forming partnerships to allow adult participation in the LEGO community, so much so that materials are high.
As the FIFA World Cup and Formula 1 products are generating interest and entertainment, and gaming partnerships are in place, LEGO is well positioned to continue the global toy competition through the remainder of 2026.
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