Lego has reported a 21% jump in sales to nearly £5bn in the first six months of 2026, driven by tie-ups with the football World Cup, Formula One and the hit film KPop Demon Hunters, as well as strong demand for its flower-based and Star Wars kits.
The Danish toymaker said revenues rose to 41.9bn Danish kroner (£4.8bn) in the first half of the year, with strong growth across the Americas, Europe and Asia-Pacific regions offsetting stalled sales in China.
The company’s performance highlights the enduring appeal of its plastic brick sets, which have been boosted by strategic partnerships with major global events and entertainment properties. The football World Cup and Formula One ranges have attracted both children and adult collectors, while the KPop Demon Hunters line—inspired by a hit film—has tapped into the growing popularity of Korean pop culture.
Lego’s botanicals collection, featuring flower-based kits, continues to perform well among adults seeking creative hobbies. The Star Wars franchise remains a perennial favourite, driving repeat purchases.
Sales in China, however, have stalled, reflecting broader economic headwinds in the region that have affected consumer spending. But strong momentum elsewhere has more than compensated, with Lego benefiting from its diversified global footprint.
The results come as the broader toy industry faces challenges from rising costs and changing play habits driven by digital entertainment. Lego’s ability to blend physical building with beloved media franchises has helped it maintain its position as a market leader.
Analysts expect Lego to continue its strong performance in the second half of the year, with the holiday season approaching and new product launches planned. The company has not provided specific guidance for the full year, but the first-half figures suggest it is on track for another record year.
Analysis
Why This Matters
- Lego’s strong sales growth signals resilience in the physical toy market amid competition from digital entertainment and rising costs.
- The performance highlights the importance of strategic brand partnerships for toy companies in driving demand across age groups.
- Stalled sales in China underscore challenges in a key emerging market, which could affect long-term growth strategies.
Background
Lego has been a dominant player in the global toy industry for decades, known for its interlocking plastic bricks and licensed sets tied to movies, TV shows and sports. In recent years, the company has expanded into adult-oriented lines, including its botanicals and architecture series, to broaden its customer base. It has also invested heavily in digital experiences, such as video games and augmented reality apps, to complement its physical products.
The first half of 2026 saw Lego benefit from several high-profile collaborations: the football World Cup, Formula One racing, and the KPop Demon Hunters film, which has become a cultural phenomenon. These tie-ups helped sustain demand even as overall toy sales growth has moderated in some markets. China, once a major growth driver, has slowed due to economic uncertainty and reduced consumer confidence.
Key Perspectives
Lego management: The company views its brand partnerships and product diversification as key drivers of growth. Strong sales in the Americas, Europe and Asia-Pacific demonstrate the effectiveness of its strategy to appeal to both children and adult collectors.
Retail analysts: They highlight Lego’s ability to capitalise on trending cultural moments, such as KPop and motorsports, while maintaining evergreen lines like Star Wars. This mix helps stabilise revenues even when specific categories or regions underperform.
Challengers and critics: Some industry observers note that reliance on licensed properties carries risks if consumer tastes shift. The stalled performance in China also raises questions about Lego’s exposure to geopolitical and economic volatility in the region.
What to Watch
- Lego’s second-half sales performance, particularly during the holiday season and with new product launches.
- Any further slowdown in China or signs of recovery, which could affect global revenue distribution.
- Competitor responses, as other toymakers may seek similar high-profile partnerships to replicate Lego’s success.