The LEGO Group takes second place in Reputation Institute’s RepTrak 100 survey

The annual survey from the Reputation Institute, RepTrak 100, has placed the LEGO Group in second place for the ninth year running.

The LEGO Group has maintained its rank from last year in the annual RepTrak 100 survey from the Reputation Institute, placed at second place in the top ten worldwide when it comes to corporate reputation.

“We are very happy and humbled to maintain such high regard by the public. It reflects the dedication our employees show every day to bring LEGO play to children all over the world,” said Niels B. Christiansen, Chief Executive Officer of the LEGO Group. “In 2018 we bucked the toy industry trends, grew globally and delivered great play experiences to millions of children. The thousands of LEGO employees around the world should take pride in the fact that the general public hold us and the LEGO brand in such high regard.

“What is important about the ranking is what lies behind it; that children and parents all over the world understand and acknowledge our aim to positively impact the world for future generations, and to deliver play experiences that help children develop those essential skills they need for the future.”

Niels B Christiansen

Rolex was placed in the number one spot, with the Walt Disney Company coming up behind the LEGO Group in third place. Other companies in the top ten include Microsoft, Adidas and Sony.

The study scores the companies on seven dimensions – Products & Services, Innovation, Workplace, Governance, Citizenship, Leadership and Performance. Data is tracked by the Reputation Institute measuring the corporate reputation of 100 companies by questioning members of the public in 15 countries.

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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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