Lego is the world’s most valuable toy brand


Lego is the world’s most valuable toy brand for the ninth year in a row, according to Brand Finance, a British market research and business consulting company. The value of Danish Lego increased by 24 percent in one year, to 7.44 billion dollars.

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The narrow list of ten includes two Japanese brands, Bandai Namco ($1.58 billion) and Dragon Ball ($383 million) are in second and eighth place respectively in terms of brand value.

The other brands at the Top-10 are American: Fisher-Price belonging to Mattel is third ($879 million), Barbie is fourth ($701 million) and Hot Wheels is sixth ($410 million). Hasbro’s Nerf is fifth ($462 million) and Magic: The Gathering is ninth ($352 million), the Hasbro brand itself is tenth ($339 million), Pop! is seventh ($409 million).

According to Brand Finance’s report, Magic: The Gathering, founded in 1993, has grown the most in value, by 122 percent in one year. The brand was only 17th on the wider list last year.



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