LEGO said it grew faster than the wider global toy market and gained market share, with particularly strong momentum across the Americas, Western Europe, Central and Eastern Europe, the Middle East and Africa, and Asia Pacific.<\/p>\n
The company now has 1,106 branded stores worldwide and has acquired 29 LEGO and LEGOLAND Discovery Centres from Merlin Entertainments, which attract around five million visitors a year.<\/p>\n
![\"\"](\"https:\/\/www.europesays.com\/dk\/wp-content\/uploads\/2026\/08\/LEGO_Store_Interior_Employee_Assisting_Child-578x385.webp\")
A LEGO employee helps a young customer during an in-store demonstration as the toy giant continues to expand its retail network, which now includes 1,106 branded stores worldwide. Credit: \u00a92026 The LEGO Group<\/p>\n
LEGO is also spending heavily on expanding production, with investment in new and upgraded factories rising to DKK 4.6bn from DKK 4.2bn during the same period last year.\u00a0Construction is continuing on a new factory and regional distribution centre in Virginia in the US, with both expected to open in 2027.<\/p>\n
In June, the company also opened a 100,000 sq metre manufacturing innovation centre in Billund, Denmark, where more than 1,800 employees will develop, test and scale new production technologies.<\/p>\n
LEGO said cash generated from its operations rose 47 per cent to DKK 8.6bn during the half-year, while free cash flow increased from DKK 1.7bn to DKK 2.1bn despite the higher investment.<\/p>\n
The group is increasing the share of renewable and recycled materials bought to make its bricks and continuing its transition to paper-based bags, with the remaining packaging lines due to be converted by 2027.\u00a0Its largest solar project to date is now under construction in Billund, where 160,000 panels are expected to produce 99 GWh of electricity a year once the site becomes operational in 2027.\u00a0The solar park is designed to match its electricity needs in the Danish town.<\/p>\n
LEGO also marked the 15th anniversary of NINJAGO during the period. Launched in 2011, it has become the company\u2019s longest-running homegrown entertainment franchise and remains highly popular with fans globally.<\/p>\n
Christiansen added: \u201cIt\u2019s been a real highlight to see the passion and commitment of our 34,000 colleagues in our organisation who work to inspire kids and fans everywhere.\u201d<\/p>\n