Brand Finance has ranked Lego at the top spot.
Every year, leading valuation and strategy consultancy Brand Finance values the brands of thousands of the world’s biggest companies. Brands are first evaluated to determine their power/strength (based on factors such as marketing investment, familiarity, loyalty, staff satisfaction and corporate reputation), and given a corresponding letter grade up to AAA+. Brand strength is used to determine what proportion of a business’s revenue is contributed by the brand, which is projected into perpetuity to determine the brand’s value. The world’s most valuable toy brands are ranked and included in the Brand Finance Toys 25 2017.
Lego is the world’s most valuable toys brand, with a brand value that now stands at $7.6 billion, over seven times that of second-placed Bandai Namco. It is also the industry’s strongest brand, and is the most powerful brand across any industry category.
Lego’s monobrand structure makes it a rarity within the industry, for example Mattel and Hasbro employ a house of brands approach. This structure helps to explain why, even accounting for its formidable brand strength, it is in a league of its own in terms of brand value. With so much attention and revenues flowing just to Lego’s unified brand, no other individual toy brand can challenge it in value terms.Bandai Namco is the second most valuable and fastest growing brand. Its value grew an impressive 652% to $1 billion. The combined name of Namco Bandai had only been applied in a corporate context but as of 2016, Bandai Namco has been applied across a range of consumer-facing products, ultimately increasing revenue attributable to the brand and brand value.
The full list can be viewed here.