LEGO #1 Consumer Brand of the Year in UK Despite Revenue Drop

Last week, it was sobering new for the business side of our favorite toy brand, as The LEGO Group revealed that their profits for 2017 were a dip from the year before that, as laid out in their recent Annual Results report. Overstocking was noted to be a contributing factor.

Well, so maybe revenues weren’t good for LEGO in some of its markets in the year that passed. But the brand name remains a major heavyweight not just in the toy industry but in the business world as a whole. In the UK at least, its image hasn’t been tarnished.

Superbrands, a British industry research body under The Centre for Brand Analysis, have released the 2018 edition of their annual list of top consumer brands in the country. That LEGO is on the list is no mean feat; but being number one, despite its woes, now that’s an impressive achievement.

The implications are incredible. Not only is LEGO the consumer brand of the year for being at the top of Suprebrand’s list, it means that within the UK, the company outshines larger global brands like Disney or even Apple, respectively the foremost names worldwide in family-centered media products and tech.

For reference’s sake, here are the Top 20 Consumer Brands in the UK as compiled by Superbrands:

  1. LEGO
  2. Gillette
  3. Apple
  4. Andrex
  5. Coca-Cola
  6. Disney
  7. Marks & Spencer
  8. Boots
  9. Heinz
  10. BMW
  11. Cadbury
  12. Rolex
  13. BP
  14. Shell
  15. John Lewis
  16. Heathrow
  17. Jaguar
  18. Kleenex
  19. Visa
  20. Häagen-Dazs

Not even the similar travails being undergone by one of LEGO’s major UK retailers, Toys ‘r’ Us, is putting a dampener on British consumers’ fondness for LEGO, and a testament to the brand’s quality and long life. We hope that name will also help to revitalize LEGO everywhere else globally.


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