Lego sales rise as World Cup and F1 ranges prove to be winners
OMEGAZEPRIME News
This story was selected and curated by our editorial team in the Business category. Published on August 25, 2026 • Originally reported by Sarah Butler. OMEGAZEPRIME provides independent news coverage and analysis for our readers. Stay informed with the latest developments.
This story was selected and curated by our editorial team in the Business category. Published on August 25, 2026 • Originally reported by Sarah Butler. OMEGAZEPRIME provides independent news coverage and analysis for our readers. Stay informed with the latest developments.
Danish toymaker also scores success with KPop Demon Hunters, Star Wars and botanicals products
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%.
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