TOYS 25 in 2023 RANKING

"Toys 25 2023" is the world's leading independent brand valuation consultancy Brand Finance based on the internationally recognized brand evaluation standard - ISO 10668 to determine the value of trademarks and related IP marketing in the brand business, including but not limited to names, terms, logos, symbols, logos and designs, creating a unique image and association in the minds of stakeholders, resulting in economic benefits.

Data source: Brand Finance Brandirectory

The top five rankings are stable

According to the latest rankings, the top five are Lego (Denmark), Bandai Namco (Japan), Fisher-Price (USA), Barbie (USA) and Heat (USA). The rankings of these five brands are exactly the same as last year, firmly grasping the top position.

Among them, Lego from Denmark has become the toy brand with the highest brand value for the ninth consecutive year. Due to the demand for toys driven by the pandemic, Lego's brand value this year has increased significantly by 24% year-on-year to the latest $7.4 billion. Its brand value accounts for 1/4 of the value of all brands on the overall list, and is more than four times the brand value of the 20,000-generation Namco brand.

The advantages of American and Japanese brands remain

Expand your eyes to the 25 brands on the overall list. Among the top 10, the United States accounts for 7 and Japan accounts for 2; among all 25 brands, the United States accounts for 17 and Japan accounts for 5, highlighting the United States and Japan. The huge influence of the two countries in the field of toys. Among them, several major toy giants in Europe, America and Japan swept the list:

American brands make the list in large numbers, but the second-ranked toy brand by brand value is Bandai Namco from Japan. Despite a 9% drop in brand value this year, it is still firmly in the second place. At the same time, Japan also has Gundam, Dragon Ball, Hello Kitty, ONE PIECE and other brands on the list; Mattel and its Fisher-Price, Barbie, Hot Wheels, American Girl, Meigao building block and other brands on the list; Hasbro is with Heat, Pony Polaroid, Monopoly, Play-Doh, Transformers, Playskool and other brands are on the list at the same time; Disney is shortlisted for Star Wars and Disney Princess; in addition, Spinmaster from Canada has Hatch Magic Eggs and Air Hogs two brands shortlisted; American trendy play giant Funko squeezed into the top ten with the Pop! series.

Star Wars is the most powerful on the list

In addition to calculating brand value, Brand Finance also surveyed more than 150,000 respondents from 38 countries and 31 industries according to the international standard of ISO 20671, using a balanced scorecard that evaluates marketing investment, stakeholder equity and business performance to determine the relative strength of the brand. In the end, Star Wars made the list as a toy brand for the first time, with a Brand Strength Index of 88 out of 100, ranking first in terms of relative strength.