World Cup and Formula 1 Sets Drive 21% Jump in Lego Sales

Danish toymaker Lego reported a 21% increase in sales during the first half of the year, boosted by strong demand for new product lines themed around the soccer World Cup and Formula 1 racing, Reuters reports.

The brand continues to outpace key industry rivals such as Mattel and Hasbro. Lego's growth strategy relies heavily on high-profile entertainment partnerships and expanding its product lineup tailored for both children and adult collectors. According to Lego Chief Executive Niels Christiansen, the company's latest portfolio effectively tapped into emerging consumer passions across multiple demographics.

During the first six months, Lego launched over 330 new sets. Highlights include a $199.99 replica of the official FIFA World Cup trophy, Pokemon sets featuring interactive bricks, and K-Pop Demon Hunters collections, which saw notable popularity among young female buyers.

Despite rising plastic manufacturing costs linked to higher global oil prices, the company managed to limit the financial impact by incorporating non-fossil-based materials. Lego remains committed to transitioning fully toward renewable and recycled inputs for its iconic building bricks.

To bring production closer to key consumer markets, Lego is currently constructing a new manufacturing plant and distribution facility in Virginia, United States, which is scheduled to open by mid-2027.