The Danish toymaker has reported a sharp increase in revenues, driven by licensed products tied to major cultural events and entertainment franchises. Sales rose by 21% to 41.9 billion Danish kroner (£4.8bn) in the first six months of 2026, with the company benefiting from partnerships around the football World Cup, Formula One racing, the film KPop Demon Hunters, botanical-themed sets and Star Wars collections. Retail sales to consumers climbed 22% over the same period.
Strong performance across the Americas, Europe and Asia Pacific regions underpinned the growth. The company's net profit increased 32% to 8.6 billion Danish kroner (£1bn), while operating profit rose 22% to 10.9 billion Danish kroner. The toymaker launched 330 new products during the period, including its Smart Play kit featuring interactive technology with sound and light effects.
Chief executive Niels B Christiansen commented on the results:
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. Our success in the market means we can maintain high investment levels in growth and sustainability for both the short and long term.The company expects double-digit growth for the full year.
How is Lego addressing its environmental footprint?
The company is pursuing multiple sustainability initiatives across its manufacturing operations. Lego is expanding solar energy capacity at all of its factories, with its most ambitious project underway in Billund, Denmark, the location of its main headquarters and the original Legoland park. Construction began in June on what will be the company's largest solar installation to date, featuring 160,000 panels with an installed capacity of 116 MW and a grid connection of 80 MW peak. The facility is designed to match 100% of the town's electricity consumption once operational.
On packaging, Lego is continuing its global transition away from plastic bags. More than half of its global packing lines have already switched to paper-based alternatives, with the shift largely complete in China and Vietnam. The company expects to finish the transition across all remaining facilities by the end of next year, with Mexico's packaging lines scheduled for conversion during 2027.
Why are adults driving toy market growth?
The toy industry has experienced a resurgence as consumers seek entertainment alternatives to phones and television screens. Older buyers, particularly those aged 12 and over, are investing in expensive Lego sets and collectible figurines. This demographic segment is expanding in the UK, where spending increased by 10% in 2025 compared with the previous year, according to research by market analysis firm Circana.
The British Toy and Hobby Association has noted an
evolving era of play, where toys are increasingly embedded in wider cultural moments, enjoyed by all the family. Products linked to diverse interests—from sporting events to blockbuster films and television series including KPop Demon Hunters and Stranger Things—are appealing to audiences across multiple age groups and demographics.
What are Lego's next milestones?
The Billund solar park is scheduled to begin operations in late 2027, completing a multi-year investment in renewable energy infrastructure. The company's packaging transition will conclude in 2027 with the final conversion of Mexican facilities, marking the completion of its shift to paper-based alternatives across all manufacturing sites globally.
Key Facts
- First-half 2026 revenue reached 41.9 billion Danish kroner, up from 34.6 billion in the first half of 2025
- Net profit increased 32% to 8.6 billion Danish kroner, with operating profit rising 22% to 10.9 billion Danish kroner
- The company launched 330 new products in the first six months of 2026, including interactive Smart Play kits
- More than half of global packing lines have already transitioned to paper-based alternatives, with completion expected by end of 2027
- The Billund solar park will feature 160,000 panels and is designed to supply 100% of the town's electricity needs when it opens in late 2027
