LEGO has been named the world’s most valuable toy brand, Magic: The Gathering is the fastest growing brand, while Star Wars is the strongest brand, according to the latest report from Brand Finance.
The independent brand valuation consultancy has launched the Brand Finance Toys 25 2023 ranking, with LEGO taking the top spot for the ninth year running. This comes on the back of the company reporting a 24% year on year brand value increase to US$7.4 billion.
Notably, LEGO’s brand value accounts for a quarter of the value of the whole ranking and is worth more than four times as much as the next most valuable brand.
Behind LEGO, US toy brands dominated the top 10, making up seven out of 10. The country also accounted for 17 of 25 brands in the overall ranking.
However, the second most valuable toy brand is Bandai Namco – this is despite its brand value declining 9% to US$1.6 billion.
Meanwhile, Magic: The Gathering is the fastest growing brand, with an impressive 122% brand value increase to US$352.26 million.
Launched in 1993, the brand is marking 30 years this year, continuing to invest in its future, building upon its strong live platforms to expand digital and online offerings.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity and business performance. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 150,000 respondents in 38 countries and across 31 sectors.
Ranked for the first time as a toy brand, Star Wars (brand value US$262 million) was the strongest brand with a Brand Strength Index (BSI) score of 88 out of 100 and corresponding AAA rating. The brand has benefited from a number of successful films and spin off series in recent years resulting in strong brand equity among consumers along with highly-regarded toys.
Marginally behind Star Wars as the second strongest brand was Fisher-Price (brand value up 18% to US$879 million) and a Brand Strength Index of 88 and AAA brand rating. It was also the third most valuable brand in the ranking and the most valuable US toy brand in the ranking.
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