Lego builds on its success as World Cup fuels record sales for toy giant

Lego builds on its success as World Cup fuels record sales for toy giant The launch of more than 330 new products ensured another bumper six months for toy maker Lego Toy giant Lego has announced record half year sales - helped by a build-it-yourself World Cup trophy. The model - costing a chunky £160 - is made up of more than 2,800 bricks and pieces to create the famous footballing globe, and includes a hidden compartment with a small Lego figure. It was among a host of product tie-ups with this summer’s FIFA festival of football that flew off the shelves. Others in the range included Lionel Messi and Cristiano Ronaldo celebrating brick sets, and even a 1,500 piece official ball. The collection helped Danish toymaker Lego’s sales jump by a fifth to £4.8billion in the first six months of this year, with profits up 22% to £1.25billion. Lego chief executive Niels B Christiansen said: “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.” Lego’s success was boosted by a flood of new product launched, with more than 330 added in the first half of this year alone. Bestsellers included the car-themed Lego Speed Champions, which includes kit tie-ups with Hollywood movies Fast and Furious and Back to the Future. Lego Botanicals, a range popular with adults who can create their own floral arrangements, is also proving an ongoing hit, the firm said. Other popular ranges include Lego Technic, Icons and a Star Wars collection. Along the FIFA World Cup 2026 range, Lego also highlighted popularity of a Formula 1 and KPop Demon Hunters sets. The complexity of some Lego’s kits is seemingly appealing to a “kidult” trend, as the nation’s big kids turn to toys to relax, with makers increasingly catering to theme. The British Toy & Hobby Association - which hosts the annual Toy Fair at London’s Olympia - says sales in the “kidult” category surged by 10% last year.