LEGO sales rise as World Cup products attract new customers

Lego sales jumped 21% in the first half as ‌soccer World Cup and Formula 1 sets attracted new customers, Reuters writes, citing the Danish toy brand.

Lego has won market share as its growth outpaces rival toymakers like Mattel and Hasbro helped by a strategy ​of tie-ups with film and entertainment franchises, and producing more sets for ​adults as well as children.

Lego’s revenue was 41.9 billion Danish crowns ($6.54 billion), ⁠up from 34.6 billion in the first half of 2025. Net profit increased 32% ​to 8.6 billion Danish crowns.

Lego launched more than 330 new sets in the first half, including a $199.99 replica ‌of the official ⁠FIFA World Cup trophy, Pokemon sets using its new interactive bricks, and K-Pop Demon Hunters sets.

The surge in oil prices caused by the Iran war has driven up the cost of ​plastics Lego uses to ​make its bricks, ⁠and Lego CEO Niels Christiansen said the company might see an impact in the second half but so far it has not been significant.