The annual report on the most valuable toy brands.
Lego remains the world’s most valuable and strongest toy brand, with a brand value of nearly US$7.6 billion, an exceptional Brand Strength Index (BSI) score of 90.6 and a corresponding brand rating of AAA+.
Exceptional growth levels, like those enjoyed by Lego in recent years with revenue going up 25% in 2015 and reaching an all-time high in 2016, are very difficult to sustain. However, thanks to its focused brand strategy and global presence, Lego retains a competitive advantage in brand strength. Building on the success of partnerships with franchises such as Star Wars and Batman, that allowed it to branch out beyond the iconic bricks, and on continued expansion in emerging markets, especially China where it enjoys double-digit growth, Lego has substantial potential as a brand.David Haigh, CEO, Brand Finance