Lego Reports Record Revenue Growth in First Half of 2026

Lego reported a 21% increase in revenue for the first half of 2026, reaching 41.9 billion Danish kroner (approximately $6.54 billion), according to the company's biannual earnings report on August 25.

The operating profit for the period rose 22% year over year to 10.9 billion Danish kroner (about $1.7 billion), reflecting strong demand despite macroeconomic uncertainties.

CEO Niels Christiansen highlighted the company's diverse product lineup and pricing strategy as key factors driving growth.

"[New partnerships] bring in those who have not necessarily seen their passion point really that well represented in the Lego brand before," Christiansen said.

He added, "So I think that has recruited new consumers. We've also seen that we retain consumers really, really well, and we're selling more to those we have."

Lego introduced 332 new sets in the first six months of 2026, including technological advances with the Smart Play platform and partnerships with brands like Pokemon, Formula 1, and FIFA.

Christiansen noted the company is successfully selling products across a broad price range, appealing to both children and adults.

"What is really nice is that we're growing fast with kids now," he said. "We're also growing with adults. And the fact that we can master both and we can kind of cover the universe of consumers and not just a segment of it. I think that's also been very crucial."

Despite the growing use of artificial intelligence in creative industries, Lego will not delegate toy design to AI, opting to preserve human creativity in its iconic building sets.

Christiansen explained, "Lego is still embracing AI in other parts of the business, particularly on administrative and standardized tasks," but not in product design, Bloomberg reported.