in association with THE MOST INFLUENTIAL BRANDS IN LICENSING: BRANDS >>>LEGO 1


Brand Owner: LEGO Group


“A great licensing programme that reflects the creativity of the brand”. “A classic that seems to get better and better and better with age”. “My favourite childhood toy and never fails to be popular with new generations of kids”. “A timeless kids’ brand”. These are just some of the judges comments when it came to LEGO, which was the overwhelming choice to top this category. LEGO is one of those brands which has managed to transcend its core category,


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successfully expanding into all manor of consumer products areas. Reinventions and collaborations with third party brands - such as Batman, Star Wars, The Lord of the Rings, Back to the Future- have helped LEGO with become one of the strongest properties in the licensing world. This is all backed up by strong marketing support, including some clever tie-ups with national newspapers – first The Sunand more recently The Daily Mail– to get products into the hands of fans.


And then there are those LEGO recreations


of real world events - from Super Saturday at London 2012 to Andy Murray’s Wimbledon triumph, at times the whole world seems to be LEGO mad. And this is only set to continue with the


release of LEGO: The Moviein 2014. As one fan said on Twitter when it was announced: “just take my money now”. A true evergreen and a very loved and trusted brand. The perfect brand? It’s subjective, of course, but it’s bloody close.


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