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The Guardian - UK
The Guardian - UK
Lifestyle
Sarah Butler

Lego sales jump 21% to nearly £5bn, helped by World Cup and F1 ranges

Lego World Cup
Giant Lego World Cup figures on display
Football stars Kylian Mbappe (front) and Lionel Messi (back) rendered in Lego. World Cup sets have been a hit for the Danish toy company. Photograph: Patrick T Fallon/AFP/Getty Images

Lego sales have risen by more than a fifth as tie-ups with the football World Cup, Formula One and the hit film KPop Demon Hunters as well as its flower-based and Star Wars kits drive demand.

The toymaker said its revenues had increased by 21% to 41.9bn Danish kroner (£4.8bn) in the first six months of 2026, driven by strong growth in the Americas, Europe and the Asia-Pacific regions, offsetting stalled sales in China.

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