Lego Reports Record First-Half Revenue of 41.9 Billion Kroner

The Lego Group reported record first-half 2026 financial results, with total revenue increasing 21% to 41.9 billion Danish kroner (approximately $6.54 billion). Operating profit rose 22% year over year to 10.9 billion kroner, or roughly $1.7 billion. The company attributed this growth to the launch of 332 new sets and strategic partnerships with Pokemon, Formula 1, FIFA, and Epic Games, including football-themed products featuring Lionel Messi and Cristiano Ronaldo.

Chief Executive Officer Niels B. Christiansen stated that the company is successfully attracting and retaining both children and adults through a diverse pricing spectrum. To further modernize its offerings, the company introduced the Smart Play platform, which integrates sensors, sound, and light into physical brick sets. While growth was broad across Europe, Asia, and the United States, the company noted a slower pace in China due to consumer reluctance to spend.

Despite the financial surge, Christiansen announced that the company will not use artificial intelligence to design its building sets. He maintained that human designers must perform the creative work, limiting AI to administrative and standardized tasks, such as the production of building manuals, to increase productivity.