Lego Lifts H1 2026 Revenue 21% to £4.8 Billion as Adult Fans Fuel Demand

1 articles · Updated · The Guardian · Aug 30

£4.8 billion in first-half 2026 revenue marked a 21% rise for Lego, with the Danish toymaker crediting a growing adult customer base.
Adult demand has been reinforced by licensed sets tied to brands such as Stranger Things, Disney, Dune and Fortnite, alongside football minifigures and other premium products.
Hundreds-of-pounds adult-oriented kits and UK fan groups such as London Afol, Brighton Bricks and GertLUG show how Lego has expanded beyond children into a social hobby for older buyers.
That broader audience supports Lego’s long-running push beyond bricks into brand tie-ins, video games and TV, helping sustain growth even as some fans warn about rising prices and fear of missing out.