Lego sales reach record levels thanks to Pokémon and World Cup sets

Lego sales reach record levels thanks to Pokémon and World Cup sets

Lego revealed it is aiming to switch to paper-based bags for its sets across all factories by 2027

Lego builds record sales on World Cup and F1 fever

Lego has posted record first-half sales as its World Cup and Formula 1 ranges helped extend a red-hot run for the toymaking giant. The Danish firm saw revenue grow by 21 per cent to 41.9bn Danish kroner (£4.8bn) in the six months to June, while pre-tax profit jumped by a third to 11.3bn Danish kroner [...]

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

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 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...