Lego toppled as most powerful brand in the world

Danish toy producer dethroned by Disney

Christian Wenande

Feb 9, 2016

The Danish toy producer Lego has been knocked off its perch by Disney as the most powerful brand in the world, according to the brand valuation and strategy consultancy Brand Finance

Brand Finance contended that Lego’s fall to second was specifically sparked by two controversies in 2015 that tarnished its “wholesome image”.

“It has been fined by German regulators for attempting to prevent retailers from discounting its products,” wrote Brand Finance.

“It was also accused of colluding in censorship for trying to prevent dissident Chinese artist Ai Wei Wei from using Lego in his work. Lego has since reversed its policy of restricting purchases to be used for political ends following widespread condemnation (including from Ai Wei Wei himself).”

READ MORE: Maersk and Arla are best Danish brands

Valuable Apple
L’Oréal came in third on the list behind Disney and Lego.

Brand Finance also showed that Apple was the world’s most valuable brand ahead of Google and Samsung, that four out of the ten fastest growing brands are Chinese, and that Volkswagen’s brand value fell 80 billion kroner due to its emissions scandal.

“I have a responsibility of portraying more than hygge, pastries and bikes”

Born and raised in Pennsylvania, USA, Derek Hartman moved to Denmark in 2017, to follow his partner – now husband – Mike Walsh. If they started uploading videos together online to depict their life in Denmark as a way to connect with their family abroad, now their YouTube channel accumulates a total of 15M views. Under the name Robe Trotting, Derek continues to humorously portray his life as an adopted Dane on several platforms, including with a Podcast called “What are you doing in Denmark?” (WAYDID Podcast)
Major agreement removes rules and money from public job placement

In a broad political agreement, the government and right-wing parties have decided to simplify the rules and cut bureaucracy. Time will tell whether it will be easier to be unemployed and find your way around the Danish job system.
Home values continue to rise as apartment prices reach new record

New data from Boligsiden shows a continued rise in housing prices across Denmark. In several regions, prices have reached or surpassed previous peak levels from the pandemic period, with apartment prices now at their highest level ever recorded
Thousands of Danes join boycott of U.S. products amid political frustration

A fast-growing Danish Facebook group with 93,000 members is organizing a boycott of U.S. goods, sharing alternatives and practical advice in response to Trump-era politics and recent global tensions.
Climate Minister apologizes and saves his political life

With the help of the North Atlantic mandates, Lars Aagaard fends off a storm from the entire opposition. This is the first time that the government is in danger of falling into a minority, this on a matter that does not seem politically substantial
Danish government presents 4.6 billion DKK investment in psychiatry reform

The government has introduced a new national psychiatry plan that includes support for children, faster diagnosis, new patient rights, and more mental health staff. The budget will rise by 35%. If approved, it will be the largest investment in psychiatric care in Denmark’s history

Connect Club is your gateway to a vibrant programme of events and an international community in Denmark.

Career

The net migration of internationals from many countries is declining

Data analyst Kelly Rasmussen analyzes how internationals from different nationalities have varying retention rates in Denmark. Her calculations cover the last decades and show how people from wealthier democracies tend to leave more than others
“We need brave politicians who listen to internationals”

Asbjørn Overgaard, CEO of Copenhagen Capacity, comments on the 2024 immigration data and the trend of more and more internationals leaving the country. “We have done much over the last 15 years, and now we need to do more.”
Around 70% of internationals come here to work or study – And this is why retention is a problem

According to Danmarks Statistik, of the 83,216 who moved to Denmark in 2024, 54,614 people immigrated to either work or study. This means that low retention is a real problem.

Want to advertise your job with CPH Post?

Jobs