Lego sales jump 21% to nearly £5bn, helped by World Cup and F1 ranges

Danish toymaker also scores success with KPop Demon Hunters, Star Wars and botanicals productsLego sales have risen by more than a fifth as tie-ups with the football World Cup, Formula One and the hit film KPop Demon Hunters as well as its flower-based and Star Wars kits drive demand.The toymaker said its revenues had increased by 21% to 41.9bn Danish kroner (£4.8bn) in the first six months of 2026, driven by strong growth in the Americas, Europe and the Asia-Pacific regions, offsetting stalled sales in China. Continue reading...