- The world’s top 25 toy brands have reached a combined brand value of more than $18.3 billion, marking a 20% growth from 2024
- LEGO remains the world’s most valuable toy brand, with Bandai Namco, Barbie, and other major names rounding out the top 10
- Milestone anniversaries in 2024 underscore enduring brand value and legacies
New York, December 19 2024 – The world’s 25 most valuable and strongest brands have collectively reached a total brand value exceeding USD18.3 billion, according to new data from Brand Finance, the world’s leading brand valuation consultancy. This marks a 20% increase compared to 2024, when the combined value of the toy sector stood at less than USD15.3 billion.
For the 11th consecutive year, LEGO retains its position as the world’s most valuable and strongest toy brand. The remaining top 10 most valuable brands in the ranking include: Bandai Namco, Barbie, Magic: The Gathering, Hot Wheels, Hello Kitty/Sanrio, Fisher-Price, Pop, Mattel, and Nerf.
Richard Haigh, Managing Director, Brand Finance commented:
“2024 marked a year of major anniversaries for some of the world’s most iconic toy brands – Hello Kitty has turned 50 and Barbie looks fantastic considering she is now 65 years old. These beloved brands’ longevity is a testament to the power of enduring brand equity and the importance of cultivating a consistent, authentic identity. Both brands have successfully balanced evolving with the times and staying true to their core values. Their legacy is a testament to the strength of consistent brand-building.”
About Brand Finance
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance for more than 25 years, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations of all kinds make strategic decisions.
Headquartered in London, Brand Finance has offices in over 20 countries, offering services on all continents. Every year, Brand Finance conducts more than 5,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on over 5,000 brands, surveying more than 150,000 respondents across 38 countries and 31 industry sectors. Combining perceptual data from the Global Brand Equity Monitor with data from its valuation database enables Brand Finance to arm brand leaders with the data and analytics they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in 38 countries and across 31 sectors.
Brand Finance is a regulated accountancy firm, leading the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Disclaimer
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable if the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any individual, government, or organisation.
The data presented in this study form part of Brand Finance’s proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
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