Lego's sales have jumped by more than a fifth in the first half of 2026, boosted by tie-ins with the football World Cup, Formula One and the film KPop Demon Hunters, alongside popular flower-themed and Star Wars sets. The Danish toymaker's strong performance reflects a wider resurgence in the toy market, with adult "kidult" buyers increasingly spending on Lego sets and collectible figures instead of screen-based entertainment, a trend now accounting for a third of all UK toy spending.

Revenues rose 21% to 41.9bn Danish kroner (£4.8bn) in the six months to June, with net profit up 32% to 8.6bn kroner (£1bn), as the group launched 330 new products including its sound- and light-emitting Smart Play kit. Chief executive Niels B Christiansen credited "culturally relevant brand experiences" for driving demand across the Americas, Europe and Asia-Pacific. The company is also investing in sustainability, building its largest-ever solar installation at its Billund headquarters and shifting towards paper packaging, with both changes due to complete next year.