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Lego sales rise as World Cup and F1 ranges prove to be winners

The Guardian Business Tuesday 25 August 2026, 08:08 UTC By Sarah Butler 1 min read
Key Points

Danish toymaker also scores success with KPop Demon Hunters, Star Wars and botanicals productsBusiness live – latest updatesLego sales have risen by more than a fifth as tie-ups with the football World Cup, Formula One and the hit film KPop Demon Hunters as well as its flower-based and Star Wars kits drive demand. The Danish toymaker said its revenues increased by 21% to 41.9bn Danish kroner (£4.8bn) in the first six months of 2026, driven by strong growth in the Americas, Europe and the...

Danish toymaker also scores success with KPop Demon Hunters, Star Wars and botanicals products

Lego sales have risen by more than a fifth as tie-ups with the football World Cup, Formula One and the hit film KPop Demon Hunters as well as its flower-based and Star Wars kits drive demand.

The Danish toymaker said its revenues increased by 21% to 41.9bn Danish kroner (£4.8bn) in the first six months of 2026, driven by strong growth in the Americas, Europe and the Asia Pacific regions. Sales by its clients to consumers rose by 22%.

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Lego (ORG) World Cup (EVENT) F1 (LOCATION) Danish (ORG) Demon Hunters (PERSON) Americas (LOCATION) Europe (LOCATION) the Asia Pacific (LOCATION)
Originally published by The Guardian Business Read original →

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