Lego Pokemon and World Cup sets help build record start to year

Lego has posted record sales for the first half of 2026, with revenues rising by more than a fifth thanks to strong demand for its World Cup and KPop Demon Hunters ranges.

The Danish toy manufacturer recorded a 21 per cent increase in revenue to 41.9 billion Danish kroner (£4.8 billion) in the six months to 30 June. Over the same period, pre-tax profits rose by a third to reach 11.3 billion Danish kroner (£1.3 billion).

The company introduced over 330 new lines during the half, attracting fresh shoppers through enthusiasm for World Cup football and “consumer excitement” surrounding Formula 1 and the hit Netflix film KPop Demon Hunters.

Among the new releases was a replica model of the official Fifa World Cup trophy, alongside sets containing interactive bricks that have previously featured in Star Wars and Pokemon products.

Niels Christiansen, chief executive of Lego, 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.”

It said operating profits jumped 22 per cent to 10.9 billion Danish kroner (£1.2 billion) despite spending on “strategic initiatives” such as sustainability, with the group looking to make its bricks out of more renewable and recyclable materials.

The surge in oil prices caused by the Iran war has driven up the cost of plastics Lego uses to make its bricks, and Christiansen said the company might see an impact in the second half but so far it has not been significant.

“We are impacted by higher oil prices, but because we purchase so much non-fossil-fuel-based material that is less correlated to the oil price, we’ve actually been able to manage relatively well,” said Christiansen. Lego is in the process of shifting towards renewable and recyclable materials to make its bricks.

As it aims to produce closer to its main markets, Lego is building a factory and distribution centre in the U.S. state of Virginia, aiming to open by the middle of 2027.

Lego is also aiming to switch to paper based bags for its sets across all factories by 2027.