Brand Finance logo

Lego Stacks Up to Competition, Brand Ranking Reveals

17 February 2018
This article is more than 3 years old.

· Lego remains the toy industry’s most valuable and strongest brand, with a brand value of nearly US$7.6 billion and an exceptionally high AAA+ brand rating.

· At US$1.0 billion, Bandai Namco maintained second place for brand value, despite the company’s other brands recording severe declines.

· Jockeyed to success by My Little Pony, Hasbro is the best performing toy brand of 2018, growing 29% to US$272 million.

View the full list of the world’s 25 most valuable toy brands here

View the Brand Finance Toys 25 2018 report here

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+. Despite this position, Lego’s brand value actually slipped this year, down 0.3%. Whilst not substantial, it represents a wider challenge for the brand as revenue fell 6% in the first half of 2017 and net profit was down 3%.

China is the brand’s biggest developing market, enjoying double-digit growth in the first half of 2017, but the more established markets have not been as fortunate. Since sales in Europe and the US account for approximately 75% of all revenue, to increase its brand value Lego must turn to untapped markets, especially in Asia, and make adjustments to remain relevant in the established ones. Lego recently formed a partnership with tech giant Tencent to develop licensed games, videos, and other content for Chinese children. This provides an opportunity for Lego to maximise growth in China by entering the digital space, which should positively impact its brand value in the future.

David Haigh, CEO of Brand Finance, commented:

"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."

Bandai Namco defends second place

Bandai Namco remains the second most valuable toy brand this year, with a brand value of US$1.0 billion, up just 1%. Its slow growth coincides with a drastic decrease in brand value for the company’s other brands in the table, as Yo-Kai Watch, Mobile Suit Gundam, and Power Rangers have fallen 25%, 26%, and 35%, respectively. The Japanese toy market has experienced falling sales in recent years due, in part, to a population decrease in the 0 to 14 age group.

Despite these challenges, Bandai Namco has managed to keep its second position through a global diversification plan and new agreements. The company recently announced a strategic partnership with Dontnod Entertainment to facilitate the creation of a new IP game based on a narrative adventure experience to take place in a fictional US city. This represents the next stage of Bandai Namco’s diversification strategy, keeping a worldwide audience in mind, and likely benefitting its brand value and brand strength in the future.

My Little Pony jockeys Hasbro to success

Owing to the success of its portfolio of brands in the table, including My Little Pony, Nerf, and Monopoly, Hasbro is the fastest-growing toy brand, with brand value increasing 29% to US$272 million. The majority of Hasbro’s brands improved this year, with several increasing their brand value by more than 20%. Although Mattel’s portfolio of brands in the table have a higher value than Hasbro’s, Mattel dropped from sixth to ninth, swapping places with Hasbro, with a 4% decline in brand value to US$243 million.

My Little Pony, Hasbro’s best-performing brand, galloped up the ranks growing 27% in brand value to US$252 million. It is the second strongest toy brand in the table, with a BSI score of 87.9 and a brand rating of AAA. The brand has transformed itself over the years, bringing its traditional dolls into the entertainment world and reaching its audience through different channels. Most recently, the ‘My Little Pony’ movie was well-received, which led to the creation of a new TV show and a line of ‘Equestria Girls’ dolls. Placing the My Little Pony brand on the big-screen is a step in the right direction and capitalising on this will help boost the brand’s revenue and improve its brand value in the future.


Note to Editors

Every year, leading valuation and strategy consultancy Brand Finance values the world’s biggest brands. The 25 most valuable toys brands in the world are included in the Brand Finance Toys 25 2018 league table.

Brand value is equal to a net economic benefit that a brand owner would achieve by licensing the brand. Brand strength is used to determine what proportion of a business’s revenue is contributed by the brand.

More information about the methodology as well as definitions of key terms are available in the Brand Finance Toys 25 2018 report.

Data compiled for the Brand Finance Toys 25 league table and report is provided for the benefit of the media and is not to be used for any commercial or technical purpose without written permission from Brand Finance.

Media Contacts

Konrad Jagodzinski
Konrad Jagodzinski
Communications Director
Brand Finance
Florina Cormack-Loyd
Florina Cormack-Loyd
Senior Communications Manager
Brand Finance

Get in Touch