Lego named runner-up UK Superbrand

Published on: 13th February 2023

Lego has been declared the runner-up in the annual list of Consumer Superbrands for the second year running.

The Lego Group, which took the top spot in Superbrand’s list of favourite UK brands in 2019 and 2018, has narrowly missed out to to luxury watchmaker Rolex, coming in in a very respectable second place this year. The results of the 2022/23 survey place Lego ahead of electronics giant Samsung, payment option Mastercard, and tech manufacturer Apple, which complete the Top 5.

The Lego Group’s popularity has been buoyed by licensed products from series such as Star Wars and Harry Potter as well as its popular Technic sets. Recent additions to the company’s expansive product portfolio include the 6,167-piece Rivendell set, based on The Lord of the Rings, while the new Lego Friends universe spans imaginative play sets, mini dolls and messages about environmental protection and inclusivity. Lego has now held a Top 5 place for the past seven years in the Consumer Superbrands rankings.

The annual ranking of Consumer Superbrands has been providing an insight into sentiment and consumer lifestyles and behaviour surrounding brands since launching in the UK in 1995. This year’s list was compiled by polling 2,500 adults, backed by a panel of business and marketing experts who were asked to judge brands for quality, reliability and distinction – the qualities that make up a Superbrand. Companies do not pay to be considered for an award.

Damon Segal, CEO of Superbrands UK, stressed the importance of quality when it comes to maintaining a brand’s top position in the industry: “To be considered as a Superbrand, a product or service must not only provide utmost quality, but also engage customers on an emotional level and stand out from its competitors.”


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