Toys and Play: LEGO, Pokémon, Labubu and Toy Safety — 2026-09-11
LEGO Group reported a record first half of 2026 with sales up 21%, driven by licensed IP like Pokémon and World Cup sets, while the global toy market saw a 14% value increase. In safety news, the US CPSC issued urgent warnings and recalls for squishy toys containing water beads and counterfeit products posing burn hazards. Meanwhile, the Japanese toy industry showcased new "kidult" focused products at the Tokyo Toy Show 2026, and Pop Mart’s secondary market prices for certain blind boxes showed signs of cooling.
Toys and Play: LEGO, Pokémon, Labubu and Toy Safety — 2026-09-11
Top developments
LEGO Posts Record H1 Results Driven by Licensed IP
LEGO Group announced its financial results for the first half of 2026, reporting a 21% increase in revenue to nearly £5 billion (approx. DKK 41.9 billion). The Danish toymaker attributed this growth to strong performance in licensed themes, particularly the Pokémon and FIFA World Cup ranges, as well as adult-oriented lines like Botanicals and F1. This outpaced the global toy market, which grew by 14% in value according to Circana data. The results highlight LEGO's strategy of capturing the "kidult" demographic, where adults buying for themselves now account for a significant portion of sales.
CPSC Recalls Squeeze Toys Over Deadly Water Bead Hazard
The US Consumer Product Safety Commission (CPSC) recalled more than 15,000 children's squeeze toys due to the presence of water beads inside, which pose a potential risk of death if ingested. The recall, announced recently, targets specific squishy toys where the beads can be accessed by children, violating mandatory safety standards. Additionally, the CPSC issued a separate safety alert warning consumers against fake or counterfeit squishy toys, citing serious burn hazards from lithium-ion batteries that can overheat and ignite.
Japan's Tokyo Toy Show 2026 Highlights "Kidult" Trends
The Tokyo Toy Show 2026, held at Tokyo Big Sight, concluded with a focus on the expanding "kidult" market. The event featured approximately 35,000 items from 186 companies, with Bandai and Takara Tomy showcasing extensive lines for adult collectors, including high-end figures and nostalgic re-releases. The Japan Toy Association also announced the winners of the "Japan Toy Award 2026," further validating the industry's shift toward premium, collector-focused products alongside traditional children's toys.
Pop Mart Secondary Market Shows Signs of Cooling
While Pop Mart continues to dominate the blind box sector, recent data from Chinese resale platforms indicates a stabilization or decline in secondary market premiums for certain series. For instance, hidden variants of the "Star People Farm" series saw their resale prices drop significantly within days of release, suggesting that the "scarcity game" may be losing some of its fervor compared to the peak Labubu craze. Despite this, Pop Mart's overseas expansion remains a key growth driver, though analysts note that the brand's reliance on viral IP spikes requires careful management of inventory and hype cycles.
Local view
In Denmark, local media such as Netavisen Grindsted and BillundOnline have extensively covered LEGO’s record-breaking H1 results, emphasizing the company's continued dominance over competitors and its ongoing investments in the Billund campus. The local narrative focuses on LEGO's ability to maintain double-digit growth while competitors struggle, reinforcing Billund's status as the global heart of the toy industry.
In Japan, outlets like Response.jp and Dengeki Hobby Web highlighted the sheer scale of the Tokyo Toy Show, noting that the "kidult" segment was the primary engine of innovation this year. Reports emphasized collaborations between traditional toy makers and pop culture franchises, such as Gundam x Hololive, which attracted significant buzz on social media platforms like X (formerly Twitter).
Context & numbers
- Global Toy Market Growth: Circana reports global toy value sales increased by 14% in the first half of 2026.
- US Toy Market Performance: The US toy market jumped 17% in the strongest six months in six years, with building sets (driven by LEGO) growing 20% and games/puzzles (driven by Pokémon) growing 39%.
- LEGO Financials: LEGO Group revenue reached DKK 41.9 billion in H1 2026, with net profit growing 32% year-over-year.
- Recall Volume: Over 15,000 squeeze toys recalled for water bead hazards; multiple other recalls issued for battery ingestion risks in magnetic cubes and building sets.
On the radar
- LEGO Set Retirements: Brick Fanatics has updated its list of LEGO sets retiring in late 2026, signaling a shift in inventory for the holiday season. Collectors should monitor September/October retirement waves for price increases on discontinued sets.
- Holiday Wish Lists: UK retailer The Entertainer released its top 10 predicted toys for Christmas 2026, with LEGO, Pokémon, and F1 merchandise dominating the list, indicating early consumer sentiment for the Q4 peak.
- Counterfeit Squishy Alerts: Following recent CPSC warnings, parents are advised to scrutinize squishy toys for missing manufacturer info or chemical odors, as counterfeit products continue to flood online marketplaces.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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