Lego reported record first-half revenue on Monday, with sales climbing more than a fifth as tie-ins with the football World Cup, Formula One and the hit film “KPop Demon Hunters” drew shoppers across every major region.
The Danish toymaker said revenue rose 21% to 41.9 billion Danish kroner (approximately $6.6 billion) in the first six months of 2026. Sales by its retail partners to consumers grew 22%, with the Americas, Europe and the Asia Pacific regions all contributing growth. The results extend a run of expansion that has kept the family-owned company ahead of a slow-moving toy sector.
Chief Executive Niels Christiansen told CNBC the company was seeing strong demand at both ends of its price range, from budget-friendly boxes to elaborate collector sets. That breadth has helped Lego hold shoppers who might otherwise trade down when household budgets tighten.
Behind the numbers, licensing and cultural crossovers did much of the heavy lifting. Star Wars kits remained a steady seller, while the sports partnerships pulled in fans who may not have browsed a toy aisle in years. The botanicals line, a range of buildable flowers and plants aimed at adult buyers, again proved a quiet performer, appealing to customers who display the finished models rather than dismantle them.
The tie-up with “KPop Demon Hunters”, an animated film that found a large online following, brought younger and teenage buyers into the fold and showed how quickly Lego can turn a screen hit into shelf-ready product. For a parent, it means a set that a child recognizes from a phone or television is now sitting beside the familiar Star Wars and Formula One boxes.
Lego has spent recent years widening its appeal beyond children, a strategy detailed in its push to court adult hobbyists and licensing partners. That approach has insulated it from some of the pressures squeezing rivals, including tariff-driven price increases that have troubled parts of the industry.
The company continues to invest in new factories and retail space to support the growth, betting that a mix of premium collector sets and lower-cost boxes can carry demand through an uncertain year. Fresh licensed ranges and seasonal releases are expected to keep the pipeline stocked as Lego heads into the crucial second half.