NEWS

Lego world’s most valuable toy brand for ninth year running

Published on: 17th February 2023

The new ranking from Brand Finance put Lego in first place followed by Bandai Namco and then Fisher-Price.

Lego is the world’s most valuable toy brand for a ninth consecutive year, according to a new ranking from independent brand valuation consultancy Brand Finance.

Lego, which accounts for a quarter of the value of the whole ranking, saw a 24% year-on-year brand value increase to $7.4b. It is worth more than four times as much as the next most valuable brand, Bandai Namco.

Every year, Brand Finance puts thousands of the world’s biggest brands to the test and publishes over 100 rankings, evaluating brands across all sectors and countries. The world’s top 25 most valuable and strongest brands in the toy industry are included in the annual Brand Finance Toys 25 2023 ranking.

Behind Lego, US toy brands dominated the top 10 of the ranking, making up seven out of 10 and the US also accounted for 17 of 25 brands in the overall ranking.

Despite the large number of American brands, the second most valuable toy brand is Bandai Namco from Japan, which remains in second spot despite experiencing a 9% brand value decrease this year at $1.6b.

Magic: The Gathering is the fastest growing brand with an impressive 122% brand value increase to $352.26m. It has built a huge global fanbase since its inception in 1993 and continues to invest in its future, building upon its strong live platforms to expand digital and online offerings.

In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity and business performance. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 150,000 respondents in 38 countries and across 31 sectors.

Ranked for the first time as a toy brand, Star Wars (brand value $262m) was the strongest brand with a Brand Strength Index (BSI) score of 88 out of 100 and corresponding AAA rating. The brand has benefited from a number of successful films and spin off series in recent years resulting in strong brand equity among consumers along with highly-regarded toys.

Marginally behind Star Wars as the second-strongest brand was Fisher-Price (brand value up 18% to $879m) and a Brand Strength Index of 88 and AAA brand rating. It was also the 3rd most valuable brand in the ranking and the most valuable American toy brand in the ranking.

Click here to view the full Brand Finance Toys 25 2023 report.

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