Lego has been around since 1932 and is now officially one of the world’s most valuable brands.
According to research by Interbrand consultancy, this is the first time the Danish toymaker has made its way on to the world’s top 100 list, landing at number 83 this year. Impressively, Lego has beat out some of the world's most recognizable brands, including Nokia, Gap and Pizza Hut.
“Lego is a brilliant example of a legacy brand that is keeping its proposition relevant by evolving the experience,” said Rebecca Robins, a director at Interbrand.
To compile their list, Interbrand looked at three main criteria: financial performance, how the brand influences customers, and whether it can push up the price of a product. As a result, Apple, Google and Coca Cola landed in the top spots. Another "kids'" brand, Disney, was ranked 15.
Lego’s first breakout on the list is likely due to the success of “The Lego Movie” last year, which brought up sales of the colourful bricks in Europe, Asia and the Americas.
Director Robins said: “Lego is clearly rethinking its role, and migrating from a toy brand to a fully-fledged entertainment brand, while staying true to its DNA — and employing technology as a powerful means, not as a superfluous end.”
Today, Lego has around 12,000 employees and is still owned by the Kirk Kristiansen family that founded it over 80 years ago.
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