Lego sales rise as World Cup and F1 ranges prove to be winners

World The Guardian August 25, 2026, 4:08 am

Danish toymaker also scores success with KPop Demon Hunters, Star Wars and botanicals productsBusiness live – latest updatesLego 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 Danish toymaker said its revenues increased by 21% to 41.9bn Danish kroner (£4.8bn) in the first six months of 2026, driven by strong growth in the Americas,…

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