Lego sales rise as World Cup products draw new customers

Lego’s sales climbed 21% in the first half as new soccer World Cup and Formula 1 sets brought in customers, the Danish toy maker said Tuesday. Revenue rose to 41.9 billion Danish crowns ($6.54 billion) from 34.6 billion in the first half of 2025, while net profit increased 32% to 8.6 billion crowns. Chief executive Niels Christiansen said the product line is “really strong,” adding that Lego grew both the number of kids and active consumers. The company launched more than 330 new sets, including a $199.99 FIFA World Cup trophy replica, Pokemon sets with interactive bricks, and K-pop Demon Hunters sets. Higher oil prices tied to the Iran war have pushed up plastics costs, but Lego says any impact so far has been limited as it buys more non-fossil-fuel-based materials.