Toy brand has rocketed into Interbrand’s Best Global Brands report for 2015.
LEGO is the highest new entry in this year’s Interbrand listing of the top 100 Best Global Brands.
The toy company is at number 82 on the list, which identifies the most valuable global brands. The ranking is based on a combination of attributes that contribute to a brand’s cumulative value such as financial performance and the role it plays in influencing customer choice.
LEGO – which is the only toy company to make the list – has enjoyed a storming past 18 months thanks to the success of The LEGO Movie and numerous licensed sets.
Most recently, the company extended its partnership with Warner Bros. Consumer Products to launch a collection of Scooby-Doo sets, while December 1 will see the launch of its eagerly awaited Doctor Who lines.
New video game, LEGO Dimensions – which features a plethora of brands including The Lord of the Rings, Batman and Ghostbusters – has got off to a strong start, while the company also boasts top performing properties such as Minecraft, Star Wars: The Force Awakens, Angry Birds, The Simpsons and DC Superheroes in its portfolio.
Apple and Google were numbers one and two respectively on the list, for the third year in a row, with Apple increasing its brand value by 43% and Google by 12%.
Amazon entered the top ten for the first time (10), while Disney was number 13 (with brand value up 13%), Nike was at 17 (up 16%), Kellogg’s was at 34, Adidas at 62, Harley Davidson Motorcycles at 79, Jack Daniel’s at 84, Land Rover at 87, MTV at 90 and Mini at 98.
