Lego Group continues to be a bright spot in a world marred by a cost-of-living crisis and limited excess spending. 

On Tuesday, August 25, the Danish toy company announced a 21% increase in revenue year over year (YOY) for the first half of 2026. The jump signified a record high for Lego, at 41.9 billion Danish kroner in revenue, about $6.54 billion. 

Lego also reported a 22% increase in operating profit YOY to DKK 10.9 billion, about $1.7 billion.

It attributed the figure to “strong top-line growth, scale efficiencies and productivity efforts, while maintaining significant spending on strategic initiatives, such as sustainability.”

Lego’s net profit also rose, growing 32% YOY to DKK 8.6 billion, around $1.3 billion.

Play money 

Critically, at a time when many retail stores are experiencing reduced traffic, Lego’s consumer sales were up 22% YOY.

Toys as a whole appear to be having a successful 2026. According to the market research company Circana, the U.S. toy industry’s sales are up 17% YOY between January and June. It lists Lego Botanicals as the eighth best-selling toy for the period.

Niels B. Christiansen, CEO of Lego Group, attributed the successful earnings to a diverse slate that includes partnerships tied to entertainment, pop culture, sports, and more.

“Our portfolio of products offers something for everyone, and culturally relevant brand experiences continue to drive demand across the globe,” Christiansen said in a statement. “Our success in the market means we can maintain high investment levels in growth and sustainability for both the short and long term.”

From Star Wars to FIFA

Lego released 330 new products across the first half of 2026, including fresh offerings in its classic categories like Botanicals, Star Wars, and Speed Champions, along with timely releases tied to the 2026 FIFA World Cup and KPop Demon Hunters.

While that sounds like a lot, Lego had more than 860 new products in 2025. 

In March, the company launched Lego Smart Play, interactive technology that uses lights, sounds, and behaviors to respond—but without incorporating any screens.