Lego, the Danish toy maker, disclosed a 21% increase in first‑half 2026 sales, attributing the growth to new soccer World Cup and Formula 1 product lines that attracted both children and adult collectors. The company’s revenue rose to 41.9 billion Danish crowns ($6.54 billion), up from 34.6 billion crowns a year earlier, while net profit climbed 32% to 8.6 billion crowns.
Product strategy fuels growth
CEO Niels Christiansen told Reuters the company’s “product portfolio is really, really strong” and that it is reaching “new passion points.” More than 330 new sets launched in the first half, including a $199.99 replica of the official FIFA World Cup trophy, Pokémon sets using interactive bricks, and K‑Pop Demon Hunters sets that have proven popular with girls.
In addition to expanding its licensed‑themed offerings, Lego continues to develop sets aimed at adult builders, a segment that has helped the brand capture market share from rivals such as Mattel and Hasbro.
Rising oil costs and material shifts
The surge in oil prices caused by the ongoing Iran conflict has increased the cost of the plastics used in Lego bricks. Christiansen noted that while the higher oil price has had some impact, Lego’s large purchases of non‑fossil‑fuel‑based material have mitigated the effect. The company is also accelerating its transition to renewable and recyclable materials for future bricks.
Virginia factory to bring jobs and supply closer to U.S. market
To better serve its main markets, Lego announced plans to build a new factory and distribution centre in the Commonwealth of Virginia. The facility is slated to open by the middle of 2027 and is expected to create a range of manufacturing and logistics jobs in the region. The move reflects Lego’s broader strategy of locating production closer to key consumer bases, reducing shipping times and costs.
Local officials in Virginia have welcomed the investment, citing the potential for economic growth and the alignment with the state’s focus on advanced manufacturing. The project will also support Lego’s sustainability goals by incorporating energy‑efficient processes and a higher proportion of recycled materials.
Looking ahead
Christiansen said the company expects the second half of the year to remain solid, though the impact of higher oil prices will be monitored. With the new Virginia plant on the horizon and a robust pipeline of licensed sets, Lego aims to sustain its momentum and continue expanding its reach among both young builders and adult hobbyists.
Original reporting: Appleton, WI News Feed (HLL/CB) — read the source article.
