Lego sales experienced a surge of 21 percent in the first six months of 2026, reaching £4.8 billion, largely propelled by strong demand for World Cup-themed sets. These sets, which included player figures like Harry Kane and Lionel Messi and a replica of the tournament trophy, attracted new customers and contributed to a 32 percent rise in profits to £1 billion.
Niels Christiansen, Lego's chief executive, described the World Cup as a 'breakthrough for us.' The company also saw success with merchandise linked to Formula One racing and the film 'KPop Demon Hunters.'
Lego's diverse product portfolio, which expanded with 330 new sets in the first half of the year, is appealing to both adult and child consumers, according to Christiansen. He noted that the product range is "really, really strong and it hits new passion points."
In addition to strong sales performance, Lego is actively transitioning towards using more renewable materials for its bricks. Christiansen indicated that this shift has helped the company manage the impact of increased plastic costs, which have risen due to climbing oil prices influenced by the war in Iran. "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," he stated.