The top Lego competitors are Mattel, Hasbro, Bandai Namco, Brinquedos Estrela and Fisher Price. Lego is the most valuable brand in toy manufacturing and packaged goods industries. The company was founded in the year 1932 in the USA and has its headquarters in Enfield, Connecticut. Its total number of employees in 2022 is estimated to be around 23,775. In 2022, the Lego Group’s revenue amounted to nearly 65 billion Danish kroner, which equates to roughly 8.7 billion euros.
‘Lego’ is derived from Danish to mean ‘play well’; a mantra that has been executed well over the years. In 2014, Mattel was surpassed by Lego which has since then remained dominant in the industry
More sales for Lego were due to the release of Jurassic Park and Star Wars movie. This led to the revenue increase of close to 30 percent in the year 2014 through to 2015.
With a brand value of 11.8 billion U.S. dollars, Lego remains the most valuable brand. The following is a pictorial representation of Lego and its competitors against brand values.
Table of Contents
Top 14 competitors of Lego
1) Bandai Namco
- Product Type: Video games, toys, anime, and other entertainment products
- Industry: Media and entertainment
- Founded: 2006, Tokyo, Japan
- Founders: Masaya Nakamura (Bandai) and Naoharu Yamashina (Namco)
- Headquarters: Tokyo, Japan
- Area served: Worldwide
- Current CEO: Yasuo Miyakawa
- Revenue: ¥910,138 million (2022)
- Market capitalization: $15.96 Billion (August 2023)
Bandai Namco Entertainment is the top competitor for Lego. Bandai Namco has headquarters in Tokyo, Japan. Founded by Masaya Nakamura in the year 1955, the company develops video games, music, and other entertainment products
With a brand value of $15.96 Billion, Bandai Namco is the most valuable brand after Lego. The two names ‘Bandai’ and ‘Namco’ were combined and utilized in the corporate scene for the first time in 2016. Since then, the brand value has been growing impressively and more product range added to the fold.
Some of Bandai Namco subsidiaries include; D3 publisher, Banpresto, Bandai, sunrise etc. A Bandai Namco holding is Bandai’s parent company.
In the fiscal year ended March 31, 2023, the worldwide net sales of Bandai Namco amounted to approximately 7.47 billion U.S. dollars. Total number of employees in 2023 is 10,562. In the fiscal year ended March 31, 2023, the worldwide gross profit of Bandai Namco was approximately 2.78 billion U.S. dollars.
2) Fisher Price
- Product Type: Educational toys
- Industry: Toys and games
- Founded: 1930, East Aurora, New York, United States
- Founder: Herman Fisher
- Headquarters: East Aurora, New York, United States
- Current CEO: Christopher Sinclair
- Brand value: 880 million U.S. dollars
- Revenue: 1.03 billion U.S. dollars (2022)
Fisher-Price was founded in the year 1930 by Herman Fisher, Helen Schelle, Irving and Margaret Price. Fisher-Price has a brand value of 880 million U.S. dollars making it the 3rd largest in the production of infant and children toys. Fisher has its headquarters in NY, USA and is a subsidiary of Quaker Oats Company and Mattel.
Since its inception, Fisher-Price has created more than 5000 different toys that are molded, in plastic and with detailed features. Its most popular toy brands include; the little people toy, Rock-a-Stack, Rescue Heroes, Power Wheels, Dora the Explorer, Disney, the charter Telephone, View-master et cetera. The company also manufactures infant care products and electronic toys.
3) Barbie
- Product Type: Fashion doll
- Industry: Toys and games
- Founded: 1959, Los Angeles, California, United States
- Founders: Ruth Handler
- Headquarters: El Segundo, California, United States
- Current CEO: Richard Dickson
- Brand Value: 700 million U.S. dollars (2023)
- Revenue: $459.6 million (June 30, 2023)
Barbie is an American company that manufactures toys. The company was started in the year 1959 by Ruth Handler who developed the first toy with inspiration from Bild Lilli-the German doll.
Barbie doll experienced a setback in 2000 when it was claimed that the Vinyl material used in the manufacture of Barbie dolls contained toxic material that could leak and cause harm to kids playing with them. The research was done on the doll material and found that the body was made from an ABS plastic and the head from soft PVC both of which are harmless. In 2010, the ‘Barbie Video girl’ was manufactured and in 2015, the ‘hello Barbie doll’ that could hold a conversation hit the market. Barbie is among the top five companies with a brand value of $700 million. In 2022, Mattel’s Barbie brand generated gross sales amounting to about 1.49 billion U.S. dollars.
4) Nerf
- Product Type: Foam dart blasters
- Industry: Toys and games
- Founded: 1969, Parker Brothers
- Founder: Reyn Guyer
- Headquarters: Pawtucket, Rhode Island, United States
- Current CEO: Christopher Sinclair
- Brand Value: 460 million U.S. dollars (2023)
Nerf is a toy brand that produces foam-based weaponry, including dart guns, balls for sports, and other foam-based toys. The brand was formed by Parker Brothers and is currently owned by Hasbro.
The brand has produced over twenty unique lines of Nerf-brand blasters, each centered on a particular theme or type of ammunition. Some of its products include; Nerf sport that deals with foam sports balls with a variety of colors and logos; Nerf Blasters which are basically plastic toy guns e.g. the Nerf Vortex that can fire up to 60 feet and the Rebelle for girls. Others include the Nerf N-Force (form swords), Super soakers (water guns), Nerf dogs, Nerf rivals et cetera.
Nerf has managed to stay afloat owing to its ever-changing inspirational motto. I.e. from ‘There is only one Nerf’ to ‘the wetter the Better’ and ‘Light it up’ among others. It has a brand value of $460 million.
5) Mattel
- Product Type: Toys and games
- Industry: Toys and games
- Founded: 1945, Los Angeles, California, United States
- Founders: Harold Matson and the husband-and-wife duo of Ruth and Elliot Handler
- Headquarters: El Segundo, California, United States
- Current CEO: Richard Dickson
- Revenue: $1.087B (June 30, 2023)
- Number of employees: 33,900 (2022)
- Market capitalization: $7.49B (August 17, 2023)
Mattel has its headquarters in California, USA. The company was founded in 1945 by Harold Matson, Ruth Handler and Elliot Handler. Some of its subsidiaries include; Fuhu, Mega Brands, Fisher-Price and HIT Entertainment among others. The company’s core franchises of Barbie, Fisher-Price, Disney, Sesame Street, and Hot Wheels rank among the most powerful brands in the world.
Mattel went public in the year 1960 and was listed in the NY stock exchange by 1963. In 1971, it purchased the Barnum and Bailey circus for around $40 million and sold it after two years in 1973 at a profit. The company has presence in 35 countries and territories and sells products in more than 150 countries.
Mattel net income for the quarter ending June 30, 2023 was $0.027B. Mattel gross profit for the quarter ending June 30, 2023 was $0.490B.
6) Mobile suit Gundam
- Product Type: Japanese mecha anime franchise
- Industry: Animation
- Founded: 1979, by Yoshiyuki Tomino and Hajime Yatate
- Founders: Yoshiyuki Tomino and Hajime Yatate
- Headquarters: Tokyo, Japan
- Revenue: 131.3 billion yen (about US$947 million) (FY2023)
Mobile Suit Gundam is an animated series that was produced by Sunrise and directed by Tomino Yoshiyuki. The series was first televised in Japan and up to 1980; more than 43 episodes had been televised.
Re-editing of the series was done in the year 1980 to accommodate movies and theatre shows with the first movie being released in 1981. Novels retelling the events of the series were also written in the same year.
The first episode of mobile suit Gundam was released in the year 1979. The cast included HirotakaSuzuoki, Ikeda, Furuya et cetera with Hajime, Tomino, Yatate, and Sunrise being program producers.
Mobile Suit Gundam has become a cultural phenomenon in Japan and has gained a significant following worldwide. It has been praised for its complex characters, intricate plot, and thought-provoking themes.
7) Hot wheels
- Product Type: Die-cast toy cars
- Industry: Toys and games
- Founded: 1968, by Elliot Handler and Harry W. Bradley
- Founders: Elliot Handler and Harry W. Bradley
- Headquarters: El Segundo, California, United States
- Area served: Worldwide
- Current CEO: Richard Dickson
- Revenue: 1.25 billion U.S. dollars (2022)
Hot wheel is a brand of toy cars founded by Mattel in the year 1968. Designed to be more than just miniature replicas, these vehicles boasted flashy designs, bright colors, and specially designed tracks which allowed kids and adults to “race” their replicas.
The Acceleracers was launched in 2005 by hot wheels; they had special axles that led to improved track performance and were featured in four different movies on the cartoon network. There are over 20,000 different variations of Hot Wheels cars. Hot Wheels has over 350 partners.
Hot Wheels cars are sold in over 150 countries and over 130 new variations of Hot Wheels designs are manufactured each year.
8) Hasbro
- Product Type: Toys, games, and entertainment
- Industry: Toys and games
- Founded: 1923, Pawtucket, Rhode Island, United States
- Founders: Hillel Hassenfeld and Henry Hassenfeld
- Headquarters: Pawtucket, Rhode Island, United States
- Area served: Worldwide
- Current CEO: Chris Cocks
- Revenue: $1.210B (June 30, 2023)
- Number of employees: 6,490 (2022)
- Market capitalization: $8.97B (August 17, 2023)
Hasbro is an American company that manufactures toys and board games. Compared to other companies in the same industry, Hasbro enjoys the highest stock market value and revenues of $1.210B.
In the mid-1980s, Hasbro was the largest toy company in terms of sales. This was made possible by the introduction of a fashion doll dubbed ‘Jem’ through its manufacturing seized in 1987 and was replaced by ‘maxie’. In 1989 and 1991, Hasbro acquired Coleco and Tonka Corporation respectively.
Hasbro is the largest producer of board games in the world as a result of its component brands, such as Parker Brothers, Waddingtons, Milton Bradley, Wizards of the Coast, and Avalon Hill (all acquisitions since the 1980s). The company owns the trademarks and products of Kenner, Milton Bradley, Parker Brothers, and Wizards of the Coast, among others. Hasbro also offers a memory game called Simon which involves memorizing sequences of lights and sounds.
The company was founded by Hasbro Bradley and Hassenfeld Brothers and has its headquarters in Rhode Island, USA. Its subsidiaries include; Wizards of the Coast and Playskool among others. It is valued at around $8.97B.
9) My Little Pony
- Product Type: Pony toys and media franchise
- Industry: Toys and entertainment
- Founded: 1981, by Bonnie Zacherle, Charles Muenchinger, and Steve D’Aguanno
- Founders: Bonnie Zacherle, Charles Muenchinger, and Steve D’Aguanno
- Headquarters: Pawtucket, Rhode Island, United States
- Area served: Worldwide
- Current CEO: Chris Cocks
My Little Pony was started as a Hasbro franchise to develop toys initially for girls. The first toys were manufactured in the year 1981with the name ‘my pretty pony’ with unique symbols, colorful bodies, and manes. My little pony revamps every time so as to remain relevant in the modern market
In the 1980s the company sold more than 150 million ponies but the business boom was experienced in 1990s after which Hasbro discontinued the little pony business line as a result of increased competition. Nevertheless, the pony business was revived and closed after a year in 1999 as the business was unpopular. Another revival was done in 2003 and by 2010; more than 100 million toys had been sold.
10) Spin Master
- Product Type: Toys, games, and digital entertainment
- Industry: Toys and games
- Founded: 1994, Toronto, Ontario, Canada
- Founders: Ronnen Harary and Anton Rabie
- Headquarters: Toronto, Ontario, Canada
- Current CEO: Ronnen Harary
- Revenue: $465.8 million (Q4, 2022)
Spin Master is a Canadian multinational children’s toy and entertainment company that has been in operation since 1994. The company is known for its innovation, both from its internal product and design teams and from its rich network of inventor partnerships. Spin Master has created award-winning products in various categories, including toys, games, puzzles, and entertainment. The company has over 1,600 employees globally, with offices in Australia, Canada, China, France, Germany, Hong Kong, India, Italy, Japan, Mexico, the Netherlands, Poland, Slovakia, Sweden, the United Kingdom, the United States, and Vietnam.
Spin Master Games is the board game division of the company, and it also owns Cardinal Industries, Marbles, and Editrice Giochi board and card game publishers. Spin Master Games publishes titles such as Boom Boom Balloon, which is a winner of the Toy of the Year award. In addition, Spin Master has made several acquisitions, including the Erector Set by Meccano construction set line and Cardinal Industries, a 60-year-old game and puzzles company, which made Spin Master the second-largest games company in the United States.
As of August 2023 Spin Master has a market cap of $2.78 Billion.
11) Brinquedos Estrela
- Product Type: Toys
- Industry: Toys and games
- Founded: 1937, São Paulo, Brazil
- Founder: Siegfried Adler
- Headquarters: São Paulo, Brazil
- Area served: Brazil
- Revenue: BRL 36.69 million (June 30, 2023)
Brinquedos Estrela is a toy manufacturer based in Brazil that was founded in São Paulo in 1937. The company started by producing dolls and wooden toy cars and has since expanded to over 400 products in their line. The company has three factories in Brazil and is publicly traded. The company offers a wide range of toys, including classic, board, and educational games, puzzles, dolls, dough pots, educational kits, and trolleys.
Manufatura de Brinquedos Estrela S.A. produces wooden and metal toys, dolls, and games. The company exports its products primarily to the United States and sells its products through online and physical stores. The company has over 400 products in their portfolio.
12) Playmobil
- Product Type: Miniature figurines and playsets
- Industry: Toys and games
- Founded: 1974, Zirndorf, Germany
- Founder: Hans Beck
- Headquarters: Zirndorf, Germany
- Current CEO: Andreas Brandstätter
Playmobil is a German line of toys produced by the Brandstätter Group. The signature Playmobil toy is a 7.5 cm (3.0 in) tall (1:24 scale) human figure with a smiling face. A wide range of accessories, buildings, vehicles, and animals are also part of the Playmobil line. Playmobil has been a major competitor to Lego toys.
Within the limitations of the Playmobil toy world, the Playmobil toys are usually realistic and present accurate representations of arms, armor, costumes, and tools from a recognizable time period. Especially notable for their fine attention to detail are the modern construction and city life toys (automobiles, cranes, fire engines, trains, boats, etc.). Playmobil sets are highly detailed, sparking curiosity and imaginative play.
13) K’Nex
- Product Type: Construction toys
- Industry: Toys and games
- Founded: 1992, Hatfield, Pennsylvania, United States
- Founder: Joel Glickman
- Headquarters: Hatfield, Pennsylvania, United States
- Area served: Worldwide
- Current CEO: Jill Wilfert
K’Nex is a construction toy system founded by Joel Glickman in 1992 in America. It is designed and produced by K’Nex Industries Inc. of Hatfield, Pennsylvania, and consists of interlocking plastic rods, connectors, blocks, gears, wheels, and other components that can be assembled to form a wide variety of models, machines, and architectural structures.
K’Nex is one of the most successful construction kits in the world, and it is based around a series of rods, which can be joined together by connectors. The “World’s Largest K’NEX Ball Machine” is a towering kinetic sculpture 23 1/2 feet tall that fills the open stairwell of the building.
With over 430 awards and recognitions, the K’NEX product line has building toys specially designed for every age group and skill level.
14) Nanoblock
- Product Type: Micro-sized building blocks
- Industry: Toys and games
- Founded: 2008, Tokyo, Japan
- Founder: Kawada
- Headquarters: Tokyo, Japan
- Area served: Worldwide
Nanoblock is a line of construction toys manufactured by Kawada, a toy company based in Tokyo, Japan. It was first introduced into the Japanese market in 2008 and is distributed overseas by local companies. Nanoblocks are similar in design to a Lego brick but smaller, with the smallest brick being 4 mm × 4 mm × 5 mm. Nanoblock sets come with detailed, step-by-step instructions to build precise models of astonishing design and quality.
Nanoblocks are much cheaper than Lego sets, making them a more affordable option for those who want to build models but don’t want to spend a lot of money.
Overall, Nanoblocks are a unique and challenging building toy that is different from Lego in many ways. While they are not compatible with Lego bricks, they offer a more affordable and intricate building experience.
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