LEGO named most valuable toy brand of 2018 in OnBuy top ten brand listing

A new chart devised by the online retailer and self-proclaimed ‘Britain’s answer to Amazon’, OnBuy has revealed LEGO to be the most valuable toy brand in the world.

Driven to discover the true value of the modern toy industry, the British marketplace pulled data from the Brand Finance – Toys 25 2018 report in order to highlight the top ten most valuable toy brands of the year.

Perhaps unsurprisingly, LEGO dominated the top ten table with a worth of nearly $7.6 billion in 2018, presenting no change to figures from the 2017 listing. The Danish toy brand beat the likes of Bandai Namco who came in at second place with a value of just over $1bn.

Bandai Namco’s value is a one per cent increase on its 2017 figures with the suggestion that its growth coincides with a ‘decrease in brand value for some of the firm’s IP such as Yo-Kai Watch and Mobile Suit Gundam,’ which have fallen 25 per cent and 26 per cent respectively.

Fisher Price hit a high note with a brand value of $812 million, followed by Barbie at $414 million. Nerf came in fifth place with $368 million – a 24 per cent increase on last year – with its parent company Hasbro hot on its heels in sixth.

Take a look at OnBuy’s results table below: 

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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