Lego record revenue reached DKK 41.9 billion (€5.6 billion) in the first half of 2026, the highest figure the Danish toy company has ever reported for the first six months of a year. Revenue rose 21 percent compared with the same period in 2025, while consumer sales increased faster than the global toy market.
The Billund-based company reported the results on Tuesday, 25 August. Revenue was more than DKK 7 billion higher than the DKK 34.6 billion (€4.6 billion) recorded in the first half of 2025, which had itself been a record.
Lego record revenue is growing faster than the toy market
The results reinforce Lego’s position in a toy industry that is itself experiencing strong growth. According to data from Circana, sales across the global markets tracked by the research company increased by 14 percent in value during the first six months of 2026.
Lego’s consumer sales grew by 22 percent over the same period, allowing the company to gain further market share. Revenue, which also reflects factors such as currency movements, increased by 21 percent and by 26 percent at constant exchange rates.
Profitability also improved. Operating profit rose by 22 percent to DKK 10.9 billion (€1.5 billion), while net profit increased by 32 percent to DKK 8.6 billion (€1.2 billion).
The company said growth was particularly strong in the Americas, Western Europe, Central and Eastern Europe, the Middle East and Africa, and the Asia-Pacific region.
More than 330 new products and partnerships with global brands
Chief executive Niels B. Christiansen attributed the results partly to the breadth of Lego’s product range and its investments in the brand.
“We have succeeded in bringing the brand across the world, and we have presented so many new products that have all succeeded. That is very positive,” Christiansen told Danish broadcaster DR.
Lego introduced more than 330 new products during the first half of the year. Its best-selling ranges included Speed Champions, Botanicals, Technic, Icons and Star Wars, combining Lego’s own themes with licensed franchises.
The company has also expanded partnerships connecting its products with sport and entertainment. Recent collaborations include Formula 1, the FIFA World Cup and Pokémon, while other entertainment properties have also contributed to Lego’s strategy of reaching different audiences.
The approach is particularly relevant in the current toy market. Circana says licensing, fandom and collectibles have been among the main drivers of global growth in 2026, with building sets performing especially strongly in several major markets.
Adults have become an increasingly important market for Lego
Children remain Lego’s main audience, but the company has deliberately expanded its offer for adults. Christiansen estimates that around 20 percent of Lego products are aimed at adult consumers, according to DR.
One of the clearest examples is Lego Botanicals, a range of brick-built plants and flower bouquets. Christiansen said the products have helped the company reach groups that were previously less closely associated with Lego.
“It has, among other things, meant that we have become interesting to a category of women over 18 who have really developed an interest in building it,” he told DR.
The strategy is also designed to reinforce Lego’s presence among families. Christiansen argued that parents who have a positive relationship with the brand are more likely to introduce Lego products to their children.
The trend extends beyond Lego. Circana’s data for several markets shows that adult consumers, collectors and fandom-driven purchases are playing an increasingly important role in toy sales.
Lego is building on an already record year
The first-half figures come after Lego reported DKK 83.5 billion (€11.2 billion) in revenue for 2025, then its highest annual result.
The company is continuing to invest while sales grow. Lego has increased spending on manufacturing capacity and sustainability, while also expanding its direct relationship with consumers. In the first half of 2026, it invested DKK 4.6 billion (€617 million) in new and existing production facilities.
The new results leave the Danish group growing substantially faster than the wider toy market despite an unusually strong year for the industry as a whole. Whether that pace can continue through the second half will determine if 2026 becomes another record year for Lego.
