LEGO voted consumer brand of the year

Members of the British public have voted LEGO as the top brand of 2018, demonstrating that consumers still have a positive view of the long lasting construction toy.

Each year, a UK industry body known as Superbrands, run under license by The Centre for Brand Analysis, compiles a short list of leading brands. Members of the public are then asked to vote for their favourite, with LEGO topping the list for 2018. In reaching the number one spot, LEGO is ahead of other family focused brand such as Disney and tech brands such as Apple.

This demonstrates that while the company may be struggling to sustain growth, consumers in the UK still look fondly on the brand, likely helped by the perception of quality and longevity associated with LEGO.

Here is list of top 20 ‘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


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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