LEGO brand value reaches 114 billion kroner

The LEGO brand has become the most valuable trademark in Denmark, according to a new report from the British consultancy Brand Finance. The brand's value is estimated at 114 billion kroner, representing a 54 percent increase compared to the previous year.

LEGO holds a significant lead over the second most valuable trademark in the country, Nordea, which is valued at 46.2 billion kroner. Mike Rocha, Chief Operating Officer at Brand Finance, described LEGO as an ‘unparalleled brand’ regardless of the measurement method used.

In the consumer market, the LEGO Art World Map remains one of the largest sets available, consisting of 11,695 pieces. Other major sets include the Sagrada Família and the Eiffel Tower, while rumors suggest a new Death Star set may arrive in 2025.