https://morningwire.eu/fr/les-ventes-record-du-premier-semestre-de-lego-stimulees-par-les/
Lego’s record half‑year sales powered by World Cup and F1 licences
The Danish toymaker posted its strongest first half ever, thanks to sport‑themed licences and a growing portfolio of pop‑culture sets.
Lego announced that revenue in the first six months to June rose 21 per cent to 41.9bn Danish kroner (£4.8bn) and pre‑tax profit climbed a third to 11.3bn kroner (£1.3bn). The surge was anchored by new ranges linked to the World Cup and Formula 1, which sparked what the company called "strong consumer excitement".
Licensing drives growth
Beyond the sport collections, the firm said its long‑standing Star Wars and Ninjago lines remain popular, while a fresh KPop Demon Hunters set, featuring characters from Netflix’s hit animated film, added another revenue stream. The World Cup kit includes an official replica of the tournament trophy and minifigures of global stars such as Lionel Messi and Cristiano Ronaldo.
Neils Christiansen, Lego’s chief executive, described the sport range as a "breakthrough" that lets fans display their passions through the brand. "People have been able to use the brand to show off and live into their fandoms, and I think that is driving a lot of success," he said.
Cost pressures and sustainability push
The company flagged higher logistics and input costs linked to the US‑Iran war, specifically the closure of the Strait of Hormuz. Finance chief Jesper Anderson said the impact was not material in the first half but warned of "a little more cost increases" in the second half.
Despite the headwinds, Lego is maintaining its investment pace. All factories are being fitted with solar panels and the group aims to switch to paper bags by next year, reinforcing its long‑term sustainability agenda.
Tech ambitions and outlook
Lego is developing a "smart brick" that will incorporate sound and light effects, though details remain under wraps. The CEO ruled out using artificial intelligence to design whole sets, preferring a human‑centred approach.
Looking ahead, the toymaker expects the sport licences to keep the momentum going, while monitoring cost trends from geopolitical tensions. If the second half mirrors the first, Lego could set a new benchmark for revenue growth in the highly competitive toy market.
