Lego has the bricks factor

Toy takes over from BA 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 which the carrier had held for four years.

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

As well as losing the crown, British Airways crashed out of the top 20.

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

Experts created a Lego

Gillette

Apple

Andrex Coca-cola Disney

Marks & Spencer Boots

Heinz

BMW 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. In a world where expectations have rightfully risen, brands cannot afford to disappoint.” Surprisingly, web giants Google and Amazon dropped out of the top 20, along with firms such as Dyson and Mercedes.

Breaking into the top 20 were Disney, BMW, BP, Shell, Heathrow, Kleenex, Visa and Haagen-dazs. Cadbury

Rolex

BP

Shell

John Lewis Heathrow Jaguar Kleenex

Visa Haagen-dazs

MASTER PIECES Lego art by sculptor Nathan Sawayag 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20