Lego sales jump 21% to nearly £5bn, helped by World Cup and F1 ranges

Danish toymaker also scores success with KPop Demon Hunters, Star Wars and botanicals products Business live – latest updates 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 had 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%. Continue reading...

Sarah Butler · Tue, Aug 25, 2026, 4:29 AM
US news | The Guardian

Lego sales jump 21% to nearly £5bn, helped by World Cup and F1 ranges

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

Business live – latest updates

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 had 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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