Lego joins world’s most valuable brands

Danish toy company Lego has joined top players like Apple, Google and Facebook among the world's most valuable brands.

Lego has claimed the crown of the world's largest toy maker, is coming off of a record year, has produced a blockbuster Hollywood hit and has even accompanied the first Danish astronaut into space
Now the Billund-based company can stick another feather in its plastic brick cap, as Lego has for the first time ever cracked the top 100 in Interbrand’s annual Best Global Brands ranking. 
Coming in at number 82, Lego was the top new entry in the Interbrands list, which calculated the Danish company’s brand value at $5.36 million (35.6 million kroner). 
Apple and Google took the top two spots respectively for the third year in a row. Apple’s 43 percent increase in brand value also made it the list’s ’top riser’. 
While Lego has branched out into films, games and other high tech toys, the core business of simple plastic bricks bucked the trend of the top 100 list. 
“Technology and automotive brands dominate this year’s ranking, holding a combined 28 positions. Technology brands, in particular, dominate — collectively making up more than a third (33.6 percent) of the total value of all 100 brands,” Interbrand wrote in a press release. 
Fifteen of the top 100 brands are in the automotive industry, including scandal-ridden Volkswagen at number 35. 
Interbrands CEO Jez Frampton said that in today’s world “brands need to move at the speed of life”. 
“Many of the brands in this year’s Top 100 are so intuitively aligned with people’s priorities, that they are able to seamlessly integrate into their everyday lives,” Frampton said. 
In addition to Lego, the other new entrants in the list were PayPal (#97), MINI (#98), Moët & Chandon (#99), and Lenovo (#100).
While Lego might have to settle for number 82 on the most ‘valuable’ brands list, in February it was named the most ‘powerful’ brand of all in the the Global 500 study from Brand Finance. 

Member comments

Log in here to leave a comment.
Become a Member to leave a comment.


Denmark’s toy giant Lego offers staff bonus after bumper year

Danish toymaker Lego, the world's largest toymaker, Denmark's Lego, said on Tuesday it will offer its 20,000 employees three extra days of holiday and a special bonus after a year of bumper revenues.

Lego is rewarding staff with a Christmas bonus and extra holiday after a strong 2022.
Lego is rewarding staff with a Christmas bonus and extra holiday after a strong 2022. File photo: Ida Guldbæk Arentsen/Ritzau Scanpix

Already popular globally, Lego has seen demand for its signature plastic bricks soar during the pandemic alongside its rapid expansion in China.

“The owner family wishes to… thank all colleagues with an extra three days off at the end of 2021,” the company said in a statement.

The unlisted family group reported a net profit of more than 6.3 billion Danish kroner (847 million euros) for the first half of 2021.

Revenues shot up 46 percent to 23 billion kroner in the same period.

It had been “an extraordinary year for the Lego Group and our colleagues have worked incredibly hard,” said the statement, which added that an unspecified special bonus would be paid to staff in April 2022.

Lego, a contraction of the Danish for “play well” (leg godt), was founded in 1932 by Kirk Kristiansen, whose family still controls the group which employs about 20,400 people in 40 countries.

READ ALSO: Lego profits tower to new heights as stores reopen