Lego is the most valuable toy brand in the world
Brand Finance puts the value of the Lego brand at just under 7.2 billion euros. This makes the company from Billund, Denmark, by far the most valuable toy brand in the world.
The gap to the second-placed brand Bandai Namco is around 5.6 billion euros.
The Japanese toy and entertainment company is best known in this country for its video games and anime. However, Bandai Namco's toy segment combines many popular licenses,
such as Dragon Ball and Sailor Moon, of which play figures are sold en masse worldwide.
The US company Fisher-Price is a distant third with a valuation of around 848 million euros.
Even though the top brands come from Denmark and Japan, the toy industry tends to be dominated by U.S. brands.
Seven of the top 10 brands come from the USA. This includes, for example, the Barbie brand, which is the fourth most valuable brand with 676 million euros.
Over the past 60 years, a veritable empire has been built around the flagship doll from Mattel.
With the Barbie movie, the first live-action film of the plastic doll with a star-studded cast including Margot Robbie and Ryan Gosling is now in the starting blocks.