The LEGO Group reported a 21% rise in revenue for the first half of 2026, signaling strong demand and brand relevance as the company outpaced the global toy market.
Revenue and profit surge in H1 2026
In the six months ending June 2026, revenue climbed to DKK 41.9 billion, up from DKK 34.6 billion a year earlier. Consumer sales grew 22%, driven by momentum across the Americas, Western Europe, CEEMEA and Asia Pacific.
Operating profit followed a similar trajectory, reaching DKK 10.9 billion, a 22% increase. The boost reflected strong top‑line performance, scale efficiencies and productivity initiatives, while the company kept sizable spending on strategic projects.
Net profit rose 32% to DKK 8.6 billion. Cash flow from operating activities jumped 47% to DKK 8.6 billion. The numbers speak, albeit with a hint of surprise, given the broader economic backdrop.
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Free cash flow improved to DKK 2.1 billion, compared with DKK 1.7 billion in the same period of 2025. The firm also invested DKK 4.6 billion in new and upgraded facilities, up from DKK 4.2 billion a year prior.
New products and brand initiatives
Over 330 new sets launched in H1 2026, spanning homegrown lines like LEGO Speed Champions, LEGO Botanicals and LEGO Technic, as well as licensed themes such as LEGO Star Wars. Partnerships with Formula 1, the FIFA World Cup 2026 and K‑Pop Demon Hunters added excitement.
The LEGO SMART Play™ platform debuted, offering interactive experiences in LEGO Star Wars and LEGO Pokémon. NINJAGO celebrated its 15th anniversary with fresh sets and events, maintaining its status as the longest‑running homegrown entertainment IP.
From a practical standpoint, families can now blend physical bricks with digital play, which may keep children engaged longer and give parents a reason to buy more than one set at a time. The added interactivity also opens doors for educational use in schools.
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The company was named the most reputable firm by the RepTrak Company for a fourth straight year and rolled out the “Never Stop Playing” campaign on the UN International Day of Play, encouraging everyday play.
Investments in sustainability and global expansion
LEGO acquired 29 LEGO and LEGOLAND Discovery Centres from Merlin Entertainments for DKK 1.9 billion. The centres attract roughly five million visitors each year, adding a steady flow of brand‑related foot traffic.
Retail collaboration deepened, with interactive in‑store demos and a total of 1,106 LEGO‑branded stores worldwide, reinforcing the brand’s global presence.
