Top 9 Lego Competitors

Lego is one of the most valuable brands for play materials, headquarters in Billund, Denmark. The story started from a carpenter workshop, where Ole Kirk Kristiansen started making wood toys in 1932. From there on they have never looked back, guided by the company spirit: “Only the best is good enough”. In 1949 they launched their world class iconic product “interlocking bricks” that was a great hit. Where they have combined the fun learning and the creative arts together. 

Lego is derived from a danish word “leg godt” which means “play well”. The Lego group has Amusement parks all around the world named legoland.

The Lego Group now has 42 offices all around the globe and has a 19,000+ workforce. The brand value of the lego group in 2019 is 6,757 USD* with a YOY growth rate of 4%.

In February 2015, Lego was rewarded with “the world’s best brand” replacing Ferrari. 

Competitors of Lego:

1.) Bandai Namco

Bandai namco is an international brand of gaming headquartered in Minato-ku, Tokyo came after the merger of bandai and Namco on September 29th 2005. Founded in the year 1955 by a young mind Masaya Nakamura. Having specialised in video gaming development, Takken, Pac-man is the best series of games they have launched.

The company has a brand value of $1,630M* in 2019. Having been internationally recognised for its gaming development. There are various Strategic Business Units (SBU) in Bandai group: “Bandai Namco Holdings” for gaming

2.) Fisher Price

Fisher-Price is an American company headquartered in NY, USA . Founded by Herman Fisher, Helen Schelle, Irving and Margaret Price in the year 1930. Fisher price is having a 3rd largest brand value ( $655M* in 2019) in the Toys manufacturing sector. It produces toys for children and infants. They have the main Idea of educating the children via a game.

Fisher Price has created more than 5000 plastic moulded toys since the 1930’s. The most popular brand of them are Rescue Heroes, Power Wheels, Dora the Explorer and Disney. 

3.) Nerf

Nerf is a american toy brand created by Parker Brothers and Reyn Guyer in 1969 and later on acquired by hasbro in 1991. They have been producing foam based toys, such as Nerf Blasters one of their best selling toy that includes a plastic gun that shoot foam darts it reminds me of the commercial on the television in the 90’s that has a slogan “It’s Nerf or Nothin’!”, laser tag, Super soakers (water guns), Nerf N-Force (form swords) and baseballs made up of Nerf foam. 

Nerf has a brand value of $411M. Manage to keep the smiles on the young lads.

4.) Barbie

Barbie is american toy brand, founded by Ruth Handler inspired by a German doll Blid Lilli launched in March, 1959. Do you know? Barbie’s full name is Barbara Millicent Roberts. Barbie has connected to the female customers by a simple idea of socialism by conveying characteristics of females. It was a great hit at the start but had a setback in the year 2000 when it was claimed in a study that plastic used in the making of barbie dolls is harmful for the kids. Body of the Barbie doll was made up of ABS plastic material while the head was made up of PVC plastic and both the materials are harmful for kids. After all hard controversies Barbie managed to stay in the market and launched its most successful product in 2010, “Barbie Video Girl” through which they have generated the highest revenue over the years to come. In the year 2019 barbie has a brand value of $372M.

5.) Hasbro

Hasbro is an american toy and board games manufacturer, founded by three polish brothers in the beautiful state, Rhode Island in 1923. Hasbro is enjoying the third position in the toy market, in terms of the stock market revenue with over $5 Billion.

Hasbro faced many ups and downs in the 60’s and 70’s due to the failure of their products and there is less cash inflow in the corporation but they have tackled those situations very well in those years and after that they have came back with the great breakthrough in the 80’s by launching the G.I Joe anti terrorism with the help of marvel comics after that they have launched the transformer series, which is a huge hit followed by series of movies made in the recent past. Hasbro has a brand value of $293M in 2019.

6.) My Little Pony

My Little Pony is a subsidiary of hasbro that started initially to expand girls toys division and my little pony did it very. It started in 1980 with the name “my pretty pony” and from there on 150M ponies were sold in the 1980’s. The ponies are decorative and designed colorful long manes on both sides. But in the beginning of the 1990’s they stopped the production due to increased competition and revamped in 1997 and revived in 1999. Collectors named the product produced after 1999 as G2 (Generation Two). and there is another revival done from the year 2003 to 2007 collectors named products after this as G3 (Generation 3). From 2010 they called all the products as generation 4. My Little Pony has sold 100 Million ponies by 2010 globally and the brand is grossed at $650 Million in 2013. Currently it has a brand value of $251 Million. 

7.) Mobile Suit Gundam

Mobile Suit Gundam is an anime series first aired in japan in the year 1979, directed by Yoshiyuki Tomino and produced by Sunrise. Based on the giant robots loaded with mobile weapons. At starting it was not popular at all it was scheduled to have 52 episodes but due to non popularity it was stopped at 39. Which subsequently split into three movies aired in Italy first in the 1980’s. There are some popular games that are based on this series such as Gundam Battle Assult, Mobile Suit Gundam and Dynasty Warriors. In the top 100 anime series of all time Mobile Suit Gundam is ranked at 24th position. Mobile Suit Gundam has a brand value of $249M in the year 2019.

8.) Hot Wheels

Hot wheels is an ultimate toy car game launched by an american toy company Mattel in the year 1968. It consists of metal cars and an orange wheel track. It is famous among kids and adult collectors.  Started from a series of metal toy cars currently hotwheels has more than 4B cars around the world. Nowadays, hot wheels cars are built with different vehicle ID through which you can track travel and bouncing of your car and compete with your friends. General Motors also released a special Chevrolet Camaro Hot Wheels Edition. Hot wheels has a brand value of $234M.

9.) Mattel

Mattel is a american toy maker brand founded in 1945 by Harold Matson, Elliot Handler and Ruth handler. First they started with selling picture frames and after some hard times “the barbie doll” became the cash cow in 1959. Having its headquarters in california, currently present in 40 countries and are selling toys in more than 150 countries. It was ranked 403 in the fortune 500 list of 2014. It has various categories of products such as Fisher-Price, Hotwheels, WWE, Polly Pocket and Barbie. It is one of the mega brands in the toy industry and estimated revenue of $836M in the year 2019. Mattel has a brand value of $198M in the year 2019.

All the Data of Brand value metrics are analysed by: BranDirectory.com