Lego sales rise as World Cup products draw new customers By Reuters

Lego reported a 21% jump in sales in the first half as soccer World Cup and Formula 1 products helped attract new customers, according to the Danish toy company on Tuesday. The company said it has gained market share as its growth outpaces rival toy makers such as Mattel and Hasbro, supported by partnerships with film and entertainment franchises and by expanding its catalog for both adults and children. Revenue rose to 41.9 billion Danish crowns ($6.54 billion) from 34.6 billion in the first half of 2025, while net profit climbed 32% to 8.6 billion crowns. Lego launched more than 330 new sets, including a $199.99 replica of the official FIFA World Cup trophy, Pokemon sets using interactive bricks, and K-Pop Demon Hunters sets. Higher oil prices linked to the Iran war raised plastics costs, but the firm said any second-half impact so far is not significant, helped by buying more non-fossil-based materials.