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Toy bricks building big reputation

Lego leapfrogs Ferrari to take most powerful brand title

Lego movieIt’s been a big favourite with children for more than 80 years. Now researchers have named Lego as the world’s most powerful brand, beating the likes of Ferrari and Red Bull.

The study, conducted on an annual basis by Brand Finance, was based on analysis of thousands of the world’s top brands to find out which are the most powerful and which are the most valuable.

Apple, Samsung and Google were named the top three for brand value, but when it comes to power, nothing beats the brick-building toy that began life in 1932 at a Danish carpentry workshop.

Brand Finance attributed Lego’s surge to the top of the charts in part to the success of The Lego Movie which generated nearly US$500m (£325.3m). Lego overtook Ferrari as the top brand, which dropped to ninth spot.

Brands were ranked on their familiarity, loyalty, promotion, staff satisfaction and corporate reputation.

Lego has developed from toy bricks into visitor attractions.  The most recent announcment is Legoland Discovery Centre in the US. Legoland theme parks are also opening in Dubai, Japan and South Korea.

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