The ranking of the world's most valuable toy brands in 2021 is released, and 18 American brands are on the list of TOP25!

According to foreign media reports, Brand Finance, a well-known British brand evaluation agency, released the "2021 Global Top 25 Most Valuable Toy Brands List (TOYS 25 2021 RANKING)". Among them, Lego, Bandai Namco , Hasbro, Mattel and other companies have made it onto the list.

In the TOP25 toys list, the top four countries in terms of brand value are Denmark, the United States, Japan and Canada. Denmark's Lego ranks first, with a brand value of 45.34% ; the United States has the largest number of toy brands, with 18 brands on the list , accounting for 32.98% of the brand value ; Japan has 4 most valuable toy brands , accounting for 18.86% of the brand value , and Canada has 2 toy brands , accounting for 2.82% of the brand value .

In June this year, LEGO launched a new "retailtainment" concept, which was first launched at the LEGO flagship store on Fifth Avenue in New York, USA. In October, LEGO's largest flagship store in the world also opened in Guangzhou, China .

The "Retailtainment" concept adopted by LEGO is to integrate digital and physical play experiences, and through the application of more digital interactive experience technologies and personalized play methods, let consumers deepen their understanding of LEGO's brand culture and values ​​while playing, enhance brand identity, and promote product sales.

Among American brands, many toys from Mattel, Hasbro, and Disney are on the TOP25 toy list . According to Hasbro's latest third-quarter financial report, the company's revenue increased by 11% year-on-year to $1.97 billion, of which the entertainment segment's revenue increased by 76%, Wizards of the Coast and digital game segment revenue increased by 32%, and consumer products including toys and games revenue decreased by 3%.

Mattel has a total of five brands on the list, the same as last year. According to Mattel's financial report, the three best performing brands in the third quarter were: Barbie, Hot Wheels, Fisher-Price and Thomas & Friends. Among them, Barbie had the highest total transaction volume, reaching US$555 million ; Hot Wheels had the highest growth rate, up 5% year-on-year .

Barbie's total transaction volume from January to September reached US$1.12 billion, a year-on-year increase of 28%. The outstanding performance of these three brands has played a very important role in promoting the brand value of Mattel and its brands.

Ranking of the world's most valuable toy brands in 2021