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The Guardian World News · Aug 25, 2026 8:08 AM EDT GeopoliticsEnergy

Lego sales rise as World Cup and F1 ranges prove to be winners

Danish toymaker also scores success with KPop Demon Hunters, Star Wars and botanicals productsBusiness live – latest updatesLego sales have risen by more than a fifth as tie-ups with the football World Cup, Formula One and the hit film KPop Demon Hunters as well as its flower-based and Star Wars kits drive demand.The Danish toymaker said its revenues increased by 21% to 41.9bn Danish kroner (£4.8bn) in the first six…

Lego sales rise as World Cup and F1 ranges prove to be winners
Image The Guardian World News

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