Lego is not only the most valuable toy brand, but it is the most powerful brand from any sector. It scores highly on a wide variety of measures on Brand Finance’s Brand Strength Index (BSI)
The rest of the toy industry is struggling as slow economic recovery affects sales and electronic toys and iPads increasing dominate children’s attention. The Mattel corporate brand in particular has suffered as its value fell 29% to US$213 million. Mattel’s flagship toy, Barbie, which once held 25% of the US market for dolls and accessories, now enjoys just a 19.6% share. Barbie’s fall in popularity is reflected in its brand value, which has dropped 24% to US$476 million, just over a tenth of Lego’s brand value.Hasbro has had a mixed year, losing 10% of its brand value whilst seeing its brand rating upgraded from AA+ to AAA-. These results reflect its market performance; it has seen total revenue up 7% to US$1.47 billion, but a fall in sales of its most value brand Playskool
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