The coronavirus, with its arrival, has changed everything. The twenty-five top brands, the most valuable toy brands, may lose up to 3 billion dollars of their brand value because of the COVID-19 pandemic. Analyses by Brand Finance (the report's producer) show that the toy industry globally has been heavily affected by this crisis and may face a 20 percent loss in brand value. The impact of the coronavirus on the world's top 500 brands is far greater and may cause a 1 trillion-dollar drop in the value of these brands.
Lego (LEGO) remains by a very wide margin the most valuable toy brand. Although forecasts indicated that toy brands would suffer very large losses, strong marketing and customer loyalty gave Lego the opportunity not only to take a small loss, but also to reach entirely new audiences looking to entertain themselves at home.
The NERF brand has had the fastest growth in value and My Little Pony has been the most powerful toy brand of the year. Brand strength is determined by criteria such as marketing, investment, customer familiarity, employee satisfaction, and company reputation. Alongside revenue, brand strength is one of the most important drivers of brand value.
Statistics and information examined in more detail in the report:
- Review of the reputation of different segments
- Review of the world's most valuable toy brands
- Review of the global effects of the coronavirus
- Definition of some common terms
- Review of the method of valuing brands
Download the original report (PDF)
Machine-translated from Persian by Namafar; the Persian original is authoritative. Read the original in Persian