Lego appears to be as popular as ever with consumers, with the toy making it into the top ten of the nation's favourite brands according to the latest Superbrands survey.
Lego was number seven in the overall rankings, while also topping the Leisure and Entertainment - Games and Toys category, beating off fierce competition from the likes of Monopoly and Fisher Price.
"We are thrilled to be given such a strong endorsement by the British public and this is a great indication that Lego is a favourite among consumers," said Fiona Wright, UK marketing director at the firm.
New Lego launches hit the shelves this August including fresh space-based playtheme Mars Mission, while new heroes, the Toa Mahri, join the Bionicle line. There will be seven new lines for Lego Star Wars, plus a new Town theme for Lego City. There are also introductions planned from Creator, Racers and Duplo.
Microsoft was the nation's number one brand, followed by Coca-Cola, Google, BBC and BP.
The Superbrands organisation has been monitoring and presenting expert and consumer opinion on brands since 1995. It surveyed a representative sample of over 3,000 consumers to determine the country's top 500 brands.