Lego Reports Record Growth as World Cup, Formula One, and ‘Kidult’ Demand Drive Sales Surge

Lego has reported a remarkable surge in sales, driven by high-profile cultural tie-ups with the football World Cup, Formula One, and the hit film KPop Demon Hunters, alongside enduring classics like its botanical flower-based and Star Wars kits.

The Danish toymaker announced that its revenues increased by 21% to 41.9 billion Danish kroner (approximately £4.8 billion) in the first six months of 2026. This impressive growth was powered by strong performances across the Americas, Europe, and the Asia-Pacific regions, which successfully offset stalled retail sales in China.

Consumer-facing sales—transactions made by retail clients to the general public—rose by 22%. This was heavily bolstered by the introduction of special World Cup merchandise, which included minifigures of prominent players such as Kylian Mbappé. Lego also produced dedicated building kits of superstar players like Cristiano Ronaldo and Lionel Messi, with premium sets retailing for up to £159.99.

Net profit climbed 32% to reach 8.6 billion Danish kroner (£1 billion). During the same period, the group successfully launched 330 new products, including its high-tech Smart Play kits. These innovative sets feature electronic bricks capable of emitting synchronized sounds and dynamic light effects, capturing the attention of tech-savvy consumers and modern collectors alike.

Niels B Christiansen, the chief executive of the Lego Group, expressed deep satisfaction with the company’s trajectory.

“We are very pleased with our strong start to 2026 and the excitement we see for the Lego brand,” Christiansen said. “Our portfolio of products offers something for everyone, and culturally relevant brand experiences continue to drive demand across the globe. Our success in the market means we can maintain high investment levels in growth and sustainability for both the short and long term.”

Reflecting on the sports partnerships, Christiansen noted that the football World Cup proved to be “a breakthrough for us” in delivering exciting sets linked to the global sport. He described it as a prime example of Lego successfully aligning its brand with a core passion point and shared interest for millions of people worldwide.

As part of its long-term financial and environmental strategy, Christiansen highlighted that Lego is actively expanding its solar energy capacity across all global manufacturing facilities. In June, the company broke ground on its largest solar installation to date, located in Billund, Denmark—the company’s main headquarters and the historic home of the original Legoland park. Scheduled to begin operating next year, the expansive site will feature 160,000 solar panels capable of producing 99 GWh of clean energy annually. The initiative is specifically designed to match the company’s total electricity needs within the town.

In addition to renewable energy investments, Lego confirmed it is pressing ahead with its global transition toward paper-based packaging, with full implementation expected to be completed next year.

The company is also increasing its use of recycled plastics in the manufacturing of its iconic interlocking bricks. This operational shift is helping to cushion the business against rising manufacturing costs associated with virgin plastic, which has been pressured upward by geopolitical tensions and conflicts in the Middle East that have directly driven up global oil prices.

Looking ahead, executive leadership acknowledged that the company expects to see some cost pressures in the second half of the year, driven by rising fuel expenses for its logistics fleets and higher raw material costs. However, Christiansen assured stakeholders that these factors would not have a “material impact” on the overall health and profitability of the business.

Lego’s recent financial triumph underscores its leading role in a broader resurgence across the global toy market. In recent years, toys have increasingly served as a tactile, screen-free alternative form of entertainment for adults seeking relief from smartphones and television screens.

Christiansen noted that sales are climbing concurrently among both children and adults, creating what he described as a “nice synergy” between the demographics. When adults become deeply engaged with the brand, they often transform into “super ambassadors” who actively purchase kits for children, teenagers, and younger family members.

Industry data highlights the growing economic power of “kidults”—buyers aged 12 and over who regularly spend disposable income on sophisticated, expensive Lego sets and collectible figurines. According to a comprehensive market research study conducted by Circana, this demographic is responsible for funding roughly £1 in every £3 spent on toys in the United Kingdom alone. Furthermore, adult and teen buyers increased their toy spending by 10% in 2025 compared to the previous year.

With products bridging a wide spectrum of modern pop culture and recreational interests—ranging from motorsport properties like Formula One to blockbuster cinematic and television universes such as KPop Demon Hunters and Stranger Things—industry observers point to a changing consumer landscape. The British Toy and Hobby Association has noted that the market is currently navigating an evolving era of play, where traditional toys are deeply embedded in broader cultural moments and enjoyed collectively by entire families.