Lego has posted a record first half for 2026, with revenues climbing 21% to 41.9 billion Danish kroner (£4.8 billion) in the six months to 30 June, driven by World Cup fever, Formula 1 enthusiasm, and the runaway popularity of Netflix film KPop Demon Hunters. The Danish firm also revealed that pre-tax profits surged by a third to 11.3 billion Danish kroner (£1.3 billion) over the same period.
Lego launched more than 330 new products in those six months, a figure that reflects a deliberate strategy of tying its ranges to cultural moments happening around it. A replica of the official Fifa World Cup trophy was among the new releases, sitting alongside new interactive brick sets that have so far featured in Star Wars and Pokémon ranges. The company said that “consumer excitement” around Formula 1 and KPop Demon Hunters had drawn in new customers alongside those already loyal to the brand.
What Lego record first half 2026 results show about its strategy
Niels Christiansen, chief executive of Lego, said: ‘We are very pleased with our strong start to 2026 and the excitement we see for the Lego brand. Our portfolio of products offers something for everyone, and culturally relevant brand experiences continue to drive demand across the globe.’
Operating profits rose 22% to 10.9 billion Danish kroner (£1.2 billion), even as the company continued spending on what it called ‘strategic initiatives’. One of those is sustainability: Lego is actively working to make its bricks from more renewable and recyclable materials. It also aims to switch to paper-based bags for all its sets across all factories by 2027, replacing the plastic polybags that have long been standard in the industry.
The results reflect a company that has steadily broadened its appeal beyond its traditional base of children and adult hobbyists. By aligning product launches with events and franchises that already command massive audiences, Lego reduces the marketing effort needed to create demand. World Cup sets sell themselves to football fans who might never have considered buying a Lego kit before; a Formula 1 tie-in reaches a motorsport audience that skews heavily towards adults with disposable income.
The Pokémon partnership set to extend Lego’s reach further
One of the most closely watched developments behind this Lego record first half 2026 performance is the brand-new collaboration with Pokémon. LEGO.com announced that the Lego Group and The Pokémon Company International have entered a multi-year partnership to bring Lego Pokémon to fans for the first time from 2026. The partnership involves a new line of SMART Play sets, which use the interactive brick technology the company has already introduced in its Star Wars range.
According to Jay’s Brick Blog, the Lego Pokémon SMART Play sets are scheduled to go on sale on 1 August 2026 in the United States, the United Kingdom, Australia, Germany, France and Poland. That launch date gives the company a further commercial catalyst heading into the second half of the year, with the Pokémon franchise bringing one of the largest and most dedicated fan communities in entertainment.
The launch will be supported by a promotional window running from August to September 2026. The Pokémon Company has confirmed that fans will be able to unlock exclusive rewards both in-game and in-store during that period, including a Lego SMART Tag, unique Lego Pokémon digital backgrounds, stickers, and exclusive branded apparel available through the Pokémon GO app. Select Lego Stores will also be transformed into Pokémon GO PokéStops and Gyms, allowing visitors to unlock further exclusive rewards while supplies last. It is an activation designed to blur the line between the physical toy and the digital game, pulling in players who may not have set foot in a Lego store before.
With the World Cup still to reach its climax and the Pokémon SMART Play range not yet on shelves, Lego enters the second half of 2026 with two of its biggest cultural moments still ahead of it. The Pokémon SMART Play sets go on sale on 1 August 2026 across its six launch markets.
