LEGO named second biggest brand in the UK

The annual Consumer Superbrands chart has seen LEGO move up to second place this year, demonstrating strong awareness for the brand with the general public.

The Drum reports:

The public were asked to consider each brand in relation to their perceived quality, reliability and distinction – the three factors inherent in a Superbrand.

Last year LEGO came third, moving up a place to come second behind British Airways. With the recently opened London LEGO Store at Leicester Square seeing queues for months after it opened, the popularity of the brick with UK consumers seems to be strong.

Awareness has of course also been encouraged by the release of The LEGO Batman Movie and the documentary shown on Channel 4 over Christmas. With a consistent presence in supermarkets as well as toy shops, and growing ranges of peripheral LEGO-related products, it is perhaps unsurprising that the company is in the forefront of consumers’ minds.


Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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