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The Most Valuable Toy Brands

Wayne Duggan

In the company’s most recent quarterly earnings call, World Wrestling Entertainment, Inc. (NYSE: WWE) CEO Vince McMahon informed shareholders that the company’s toy business is booming.

“In consumer products, we maintained a dominant position with the second highest selling action figure property in the U.S. behind only Star Wars,” McMahon said. Unfortunately, McMahon didn’t give a source for his data, but it’s no secret the WWE brand is one of the most valuable names in the toy market.

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Back in 2014, WWE signed an exclusive licensing deal with toy company Mattel, Inc. (NASDAQ: MAT) through 2019. In December, Google reported that WWE was one of the top 10 most-searched toy brands in the world in the week leading up to December 15. In 2015, Mattel was the largest toy company in the world by revenue, delivering $5.7 billion in revenue, according to Fortune. In addition to WWE, Mattel’s top brands include Barbie and Hot Wheels.

Lego Group was a close second with $5.2 billion in sales. Hasbro, Inc. (NASDAQ: HAS) came in third with $4.4 billion in sales driven by top brands Transformers and My Little Pony.

BrandFinance listed Lego as the most valuable brand in toys in 2015, with a value of $3.8 billion. Mattel’s Fisher-Price ($815 million), Mattel’s Barbie ($476 million), Hasbro’s Playskool ($187 million) and Bandai’s Power Rangers ($171 million) round out the top five most valuable global toy brands.

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