• by Sarah Mahoney , March 10, 2026

With its new Pokémon, Bluey and F1 playsets welcoming in new fans and innovative new retail formats, Lego is blazing past toy rivals, gaining market share at twice the pace of the overall toy market. The Danish giant just reported that revenue climbed 12%, while consumer sales jumped 16%. Operating profit also surged, up 18%.

"We delivered these results by being both creative in product innovation and efficient in operations, bringing Lego play experiences to more kids than ever before," said Niels B Christiansen, CEO, in the announcement. "As we continued to invest in future growth, we brought multiyear strategic investments to life and reached more than half renewable and recycled content in the materials we buy to make LEGO bricks."

The results put Lego well ahead of the broader industry. Market research company Circana reports that the U.S. toy industry posted a solid performance through the third quarter of 2025, signaling a return to growth after two years of stagnation, with a 7% increase in dollar sales and a 3% rise in units.

The company notes strong demand for both kids and adult products, with its largest portfolio to date. Of 860 products, almost half were new. The Formula 1 partnership, supported by activations at more than 20 Grand Prix events, drew in new fans. And to further build that franchise's appeal with kids, especially girls, it launched a new partnership with the F1 Academy to bring Lego Racing to the track in 2026.

It also continued to fortify retail experiences, in both stores and online, with both the stores and the website welcoming a record number of visitors and earning the company's highest satisfaction scores to date.

The company's first U.S. manufacturing plant, near Richmond, Virginia, is set to come online next year, and it recently opened a new Americas head office in Boston.

As the U.S. war on Iran sent oil prices on a roller coaster, the CEO says that for the short-term, Lego's production costs should not significantly impact its operations. In a phone interview with Reuters, Christiansen said that while rising oil prices may impact the cost of plastics over time, Lego's existing deals mean the effect is likely to be gradual and cushioned.

"The real impact is if it stays for a long time," he said. And he told CNBC that while Lego sales may not gain quite as much in the coming year, “our  expectation would be high-single-digit, which would be fantastic."”

In January, the company unveiled its first-ever partnership with Pokémon, and it has begun rolling out new “smart brick” sets, starting with the "Star Wars" ecosystem, in select markets. The new Smart Play platform allows people to combine their physical builds with digital reactions.