The world’s 25 most valuable and strongest brands have collectively reached a total brand value exceeding USD18.3 billion (GBP14.51), according to new data from Brand Finance, the brand valuation consultancy. This marks a 20% increase over 2024, when the combined value of the toy sector stood at less than USD15.3 billion (GBP12.1).
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.
“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”
Richard Haigh, Brand Finance MD, said: “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.”
Headquartered in London, Brand Finance has offices in over 20 countries, offering services on all continents. Every year, Brand Finance conducts over 5,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
