Lego Sales Jump 21% on World Cup Sets

"We are very pleased with our strong start to 2026 and the excitement we see for the LEGO brand," chief executive Niels Christiansen said in a statement. "Our product portfolio offers something for everyone, and culturally relevant brand experiences continue to drive demand across the globe."

Christiansen told CNBC that even with macroeconomic uncertainty, Lego is selling well at both ends of its price range — from a $30 Star Wars N-1 Starfighter aimed at kids to a nearly 2,000-piece version at $250.

"What is really nice is that we're growing fast with kids now," he said. "We're also growing with adults. And the fact that we can master both and we can kind of cover the universe of consumers and not just a segment of it. I think that's also been very crucial."

He told CNBC that new partnerships "bring in those who have not necessarily seen their passion point really that well represented in the Lego brand before," adding: "So I think that has recruited new consumers. We've also seen that we retain consumers really, really well, and we're selling more to those we have."

Christiansen told Reuters the K-Pop Demon Hunters sets were particularly popular with girls, and that "the product portfolio is really, really strong and it hits new passion points in this first half."

The British Toy and Hobby Association has described an "evolving era of play, where toys are increasingly embedded in wider cultural moments, enjoyed by all the family."