By allowing ads to appear on this site, you support the local businesses who, in turn, support great journalism.
Lego races past Ferrari for title of worlds most powerful brand
b2462acbd7e1aeb55ef35d2cab22c715530c54dc1d59a3eefd8a02206c191073
Lego has long been a favorite toy, but the companys recent growth has spurred it to new heights. - photo by Natalie Crofts
Lego has long been a favorite toy, but the companys recent growth has spurred it to new heights.

Lego was named the worlds most powerful brand for 2015 by global consultancy Brand Finance in its annual ranking, pushing the toy company past last years leading brand, Ferrari. The rankings are determined on factors like familiarity, loyalty, promotion, staff satisfaction and corporate reputation, according to Brand Finance.

The report attributed Legos strong performance during the past year to the popularity of the Lego Movie. Partnerships with brands like Star Wars were also extremely successful, according to researchers.

Legos appeal spans generations; as well as the creative freedom it gives children, the brand appeals to the nostalgia of adults, the report reads. It generally avoids gendered marketing, by appealing to boys and girls equally Lego maximizes the size of its target demographic.

The report notes that Lego has come a long ways from the early 2000s, when the company was close to bankruptcy.

Ferrari dropped to 9th place in the rankings.

The worlds most powerful brands, according to Brand Finance:

  • Lego
  • PWC
  • Red Bull
  • Unilever
  • McKinsey & Company
  • Burberry
  • Rolex
  • LOreal
  • Coca-Cola
  • Ferrari
  • Nike
  • Walt Disney Pictures
Sign up for our e-newsletters