Four toy giants take the world's top ten most valuable toy brands

Recently, brand value and strategic consulting company BrandFinance released the "2017" BrandFinance Global 500 Report. According to the latest list, LEGO continues to be the world's most commercially valuable toy brand. The brand's commercial value is as high as $7.5 billion, seven times that of the second-generation Bandai Nanmeng Palace.

The four major toy giants of the United States, Japan and Europe have taken over the “Top Ten Toy Brands”. In addition to Denmark’s Lego’s stable position, Japan’s Bandai Nam Meng Palace and its Gundam brand rank second and seventh; The giants were shortlisted for the most brands: Mattel and its Fisher, Barbie, and Hot Wheels ranked sixth, third, fourth, and eighth; Hasbro and its Heat, and Xiaoma Baoli ranked the ninth, fifth, and tenth.

It is reported that this report is based on the brand strength (including marketing investment, brand awareness, consumer loyalty, employee satisfaction and corporate fame) for the first time. Based on this, the brand rating is the highest. It is AAA+. Brand strength is also used to determine the brand's contribution to the company's revenue, in order to determine the brand value.

First brand: Lego

Region: Denmark

Ranking change (-):

2017: No. 1

2016: No.1

Brand business value changes (+68%)

2017: $7.597 billion

2016: $4.52 billion

Brand level: AAA+

Second Brand: Bandai Nanmeng Palace

Region: Japan

Ranking change (↑):

2017: No. 2

2016: No. 16

Brand business value changes (652%)

2017: $1.024 billion

2016: $136 million

Brand rating: AA+

Third brand: Fisher

Region: United States

Ranking change (↓):

2017: No. 3

2016: No. 2

Brand business value changes (-13%)

2017: $773 million

2016: $886 million

Brand rating: AAA-

Fourth brand: Barbie

Region: United States

Ranking change (↓):

2017: No.4

2016: No. 3

Brand business value changes (-32%)

2017: $388 million

2016: $571 million

Brand rating: AAA-

Fifth brand: Heat

Region: United States

Ranking change (↑):

2017: No.5

2016: No. 6

Brand business value changes (+29%)

2017: $297 million

2016: $231 million

Brand rating: AAA-

Sixth brand: Mattel

Region: United States

Ranking change (↑):

2017: No.6

2016: No. 7

Brand business value changes (+10%)

2017: $252 million

2016: $229 million

Brand rating: AA+

Seventh brand: Gundam

Region: Japan

Ranking change (↓):

2017: No.7

2016: No. 5

Brand business value changes (+2%)

2017: $247 million

2016: $241 million

Brand rating: AA

Eighth brand: hot wheels

Region: United States

Ranking change (↑):

2017: No.8

2016: No. 12

Brand business value changes (+33%)

2017: $232 million

2016: $175 million

Brand rating: AAA-

Ninth brand: Hasbro

Region: United States

Ranking change (↓):

2017: No.9

2016: No. 8

Brand business value change (+1%)

2017: $211 million

2016: $208 million

Brand rating: AAA-

Tenth brand: Xiao Ma Baoli

Region: United States

Ranking change (↑):

2017: No.10

2016: No. 14

Brand business value changes (+41%)

2017: $198 million

2016: $141 million

Brand rating: AAA

Source: Chinese and foreign toy nets

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