{"id":294184,"date":"2026-08-25T14:05:05","date_gmt":"2026-08-25T10:05:05","guid":{"rendered":"https:\/\/abcmedia.am\/?p=294184"},"modified":"2026-08-25T14:39:26","modified_gmt":"2026-08-25T10:39:26","slug":"lego-sales-rise-as-world-cup-products-attract-new-customers","status":"publish","type":"post","link":"https:\/\/abcmedia.am\/en\/news\/294184\/","title":{"rendered":"LEGO sales rise as World Cup products attract new customers"},"content":{"rendered":"\n

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

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.<\/p>\n

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.<\/p>\n

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.<\/p>\n

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.<\/p>\n<\/body><\/html>\n","protected":false},"excerpt":{"rendered":"

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 […]<\/p>\n","protected":false},"author":7,"featured_media":294168,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2,43],"tags":[],"class_list":["post-294184","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-world"],"acf":[],"_links":{"self":[{"href":"https:\/\/abcmedia.am\/en\/wp-json\/wp\/v2\/posts\/294184","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/abcmedia.am\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/abcmedia.am\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/abcmedia.am\/en\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/abcmedia.am\/en\/wp-json\/wp\/v2\/comments?post=294184"}],"version-history":[{"count":1,"href":"https:\/\/abcmedia.am\/en\/wp-json\/wp\/v2\/posts\/294184\/revisions"}],"predecessor-version":[{"id":294185,"href":"https:\/\/abcmedia.am\/en\/wp-json\/wp\/v2\/posts\/294184\/revisions\/294185"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/abcmedia.am\/en\/wp-json\/wp\/v2\/media\/294168"}],"wp:attachment":[{"href":"https:\/\/abcmedia.am\/en\/wp-json\/wp\/v2\/media?parent=294184"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/abcmedia.am\/en\/wp-json\/wp\/v2\/categories?post=294184"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/abcmedia.am\/en\/wp-json\/wp\/v2\/tags?post=294184"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}