LEGO has posted a strong first half of 2026, with revenue rising 21% to 41.9 billion Danish kroner ($6.54 billion) as World Cup and Formula 1 themed products helped attract new consumers to the brand, as reported by Financial Times and The Guardian. Net profit also climbed 32% to 8.6 billion kroner, underscoring the strength of the Danish toy maker’s latest product strategy.
The 2026 FIFA World Cup has emerged as one of LEGO’s key new consumer touchpoints. The company launched more than 330 new products during the first half, including a $199.99 replica of the official FIFA World Cup trophy, alongside products tied to Pokémon, KPop Demon Hunters, Formula 1 and other major entertainment properties. LEGO said the new releases helped bring more children and consumers into the brand while increasing spending among existing customers.
LEGO’s growth is also being supported by its increasingly broad appeal to adults, collectors and so called “kidults”, alongside its traditional child audience. Consumer sales increased 22% globally, helping the company gain market share against rivals such as Mattel and Hasbro.
The performance highlights the commercial power of cultural partnerships and major global events in expanding consumer brands beyond their traditional markets. With the World Cup providing a global platform and LEGO continuing to invest in interactive products, entertainment franchises and new manufacturing capacity, the company is positioning itself for further growth while strengthening its relevance across generations.
