The Most Valuable Toy Brands of 2023

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Lego toy city

Toys have always been a huge part of our childhood, shaping our imagination and creativity. As we grow older, we may outgrow some of our favorite toys, but their impact on our lives remains.

Toys not only entertain us but also play a critical role in our development. According to a new ranking by Brand Finance, the world’s leading independent brand valuation consultancy, the most valuable toy brands continue to dominate the market year after year.

Top 10 List of Toy Brands by Value

Here’s the table with the top 10 highest valued toy brands for 2023.

table of most valuable toy brands 2023

Lego – The World’s Most Valuable Toy Brand for Nine Consecutive Years

Denmark’s Lego has been the world’s most valuable toy brand for nine years in a row, with a brand value of $7.4 billion, which accounts for a quarter of the total value of the ranking. Lego is best known for its iconic Lego bricks, which allow children to build and create anything they can imagine.

The company has expanded its offerings to include a wide range of themes, including Star Wars, Marvel, and Harry Potter, to name a few. Lego’s brand value increased by 24% year-on-year, highlighting the company’s continued success in the market.

Bandai Namco – The Second Most Valuable Toy Brand

Japanese toy brand Bandai Namco is the second most valuable toy brand in the world, with a brand value of $1.6 billion, despite experiencing a 9% decrease in brand value this year.

The company produces a wide range of toys, including action figures, model kits, and video games. Bandai Namco is known for its popular franchises, such as Dragon Ball, One Piece, and Gundam, which have a massive fan following.

Mattel – The Third Most Valuable Toy Brand

US based toy company Mattel is the third most valuable toy brand in the world, with a brand value of $1.3 billion.

The company is known for producing some of the most iconic toys in history, including Barbie, Hot Wheels, and Fisher-Price. Mattel has been around for over 75 years and has continued to innovate and adapt to changing consumer preferences.

Hasbro – The Fourth Most Valuable Toy Brand

Another US based toy company, Hasbro, is the fourth most valuable toy brand in the world, with a brand value of $1.2 billion. Hasbro produces a wide range of toys, including board games, action figures, and plush toys.

The company’s most popular franchises include My Little Pony, Transformers, and Nerf. Hasbro has a reputation for producing high-quality toys that provide an immersive play experience.

The Strongest Toy Brands

Apart from the value of the different brands, Brand Finance also looks at the strength of these different toy brands. 

The strength of a brand is calculated by taking into account what the companies behind the brand are doing in terms of marketing and how the business is performing. They then put this in a score out of a hundred.

This year, Star Wars was ranked the strongest toy brand with a score of 88. The Star Wars franchise has had immense success in recent years, with their toy merchandise, especially thanks to the release of various new movies and spin-offs resulting in strong brand equity among consumers.

Fisher-Price also got a score of 88 for its brand strength. Fisher-Price produces a wide range of toys for infants and young children, including activity centers, playsets, and ride-on toys. The company has been around for over 90 years and has a reputation for producing high-quality, safe, and durable toys that help children learn and grow.

The toy industry continues to be a major part of the global economy, with several brands vying for supremacy in the market. According to these rankings, Lego remains the most valuable toy brand for the ninth consecutive year, with its iconic building blocks continuing to dominate the market. 

However, the rankings also show that the US exerts significant influence in the toy industry, with American brands accounting for seven out of the top 10 spots.

It is clear that brand strength and value are closely linked, with several of the most valuable toy brands also featuring highly in terms of brand strength. Strong brands are those that are able to create an emotional connection with their consumers and foster a sense of loyalty, which in turn can translate into increased revenue and profitability.

Furthermore, the continued growth of digital platforms and technologies is likely to have a major impact on the toy industry in the coming years. Brands that are able to effectively leverage digital platforms and engage with consumers through online channels are likely to see the most success in the future.

Success in this industry is closely tied to the ability to adapt to changing consumer trends and preferences. With the continued growth of digital technologies and platforms, it will be interesting to see how the toy industry evolves in the years to come and which brands will emerge as the most valuable and strongest players in the market.

For more Brand valuation rankings check out our site’s Brand section.



I am a branding and naming consultant with 16 years of experience. I believe in building a strong brand name that identifies your visions and that of your business. A brand identity motivates you and your team to achieve success.