Washington: According to the Danish toy manufacturer, various attributes in FIFA World Cup and Formula 1 kits played a role in getting consumers interested and opening up the brand to customers through their other products inspired by Pokémon and KPop Demon Hunters.
Lego’s revenue was 41.9 billion Danish crowns ($6.54 billion), up from 34.6 billion in the first half of 2025. Net profit increased 32% to 8.6 billion Danish crowns.
In addition, the company has stated that net profits rose by 32%, indicating collaborations with well-known sports and entertainment companies are helping LEGO reach a younger target audience.
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