Lego eyes on China after posting record sales

The Lego Group has said it will continue investing in China after posting record first-half sales for 2026.

The company is betting that a broader product portfolio and immersive brand experiences will drive long-term growth by appealing not only to children but also to a rapidly expanding base of adult consumers.

"We're growing with the kids, we're growing with adults, and that really makes the Lego brand a global brand for everybody," Chief Executive Officer Niels B. Christiansen said after the Danish toymaker reported its first-half earnings.

"We'll continue to build the adult portfolio going forward worldwide, and that includes China."

Christiansen said Lego will continue investing in its retail network, brand building and local market development as it pursues long-term expansion in the country.

"The growth potential in China is significant," he said.

"There are a lot of children and tremendous excitement around the Lego brand, so we're very confident."

The strategy comes as China's toy market undergoes a structural shift. Spending by adult consumers has emerged as one of the industry's fastest-growing segments.

According to market researcher Circana, adult consumers are driving growth in categories including arts and crafts, collectible toys and action figures, reflecting rising demand for premium, hobby-oriented products in China.

The trend has benefited companies that have successfully expanded beyond their traditional child consumer base.

Pop Mart International Group, for example, recently reported that first-half revenue in China rose 47.3 percent to 12.2 billion yuan ($1.7 billion), with growth driven primarily by higher sales from existing stores and its expanding membership base rather than aggressive store expansion.

For Lego, adult customers have become an increasingly important growth engine worldwide. The company has broadened its portfolio with premium sets inspired by Formula 1, Star Wars, architecture, botanicals and other licensed franchises designed to appeal to older builders and collectors.

That strategy helped the world's largest toymaker deliver another record first half, outperforming the global toy market and continuing to gain market share.

Revenue rose 21 percent to 41.9 billion Danish kroner ($6.5 billion) in the six months ending June, while operating profit increased 22 percent to 10.9 billion kroner. Net profit climbed 32 percent to 8.6 billion kroner, and consumer sales advanced 22 percent, significantly outpacing the broader toy industry.

The company launched more than 330 new products during the first half. Its best-selling themes included Speed Champions, Botanicals, Technic, Icons and Star Wars. Lego also expanded its global retail footprint to 1,106 branded stores and introduced its new Lego Smart Play platform, which combines digital technology with a traditional brick-building format.