Lego has the bricks factor as top brand

CLASSIC toy Lego has proved it still clicks with people by claiming the Superbrand crown for the first time.

The building bricks firm was recently hit by a 7.5% sales slump but still toppled British Airways from the top spot.

Lego has risen from 25th on the list in 2014 and was second last year.

The Superbrand league is compiled by the Centre of Brand Analysis and voted for by 2,500 consumers.

Experts created a shortlist of 1,500 from 78 categories before the public voted for favourites.

The centre’s chief executive Stephen Cheliotis said: “British Airways tumbling outside of the top 20 should be a wake-up call for all brands.”