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Lego - Company Profile

Save hours of research with our analyst-prepared profile on Lego. Get financials, SWOT, and competitor insights in one place—your competitors might already have it.

Hasbro

Headquarters: Pawtucket, Rhode Island, USA
No. of Employees: 5,000+
Revenue: $5.63B
Entity Type: Public

Mattel

Headquarters: El Segundo, California, USA
No. of Employees: 29,000
Revenue: $5.47B
Entity Type: Public

Playmobil (Geobra Brandstätter)

Headquarters: Zirndorf, Germany
No. of Employees: 1,200
Revenue: $500M
Entity Type: Private

Bandai Namco

Headquarters: Tokyo, Japan
No. of Employees: 8,400
Revenue: $6.4B
Entity Type: Public

LEGO Education

Headquarters: Billund, Denmark
No. of Employees: 350
Revenue: $82M
Entity Type: Subsidiary

Spin Master

Headquarters: Toronto, Canada
No. of Employees: 1,400
Revenue: $1.24B
Entity Type: Public

Mega Bloks (Spin Master)

Headquarters: Toronto, Canada
No. of Employees: 1,400
Revenue: $1.24B
Entity Type: Subsidiary

Ravensburger

Headquarters: German, Germany
No. of Employees: 2,900
Revenue: $700M
Entity Type: Private

Jada Toys

Headquarters: City of Industry, California, USA
No. of Employees: 200+
Revenue: $50M
Entity Type: Private

Bright Mind

Headquarters: London, UK
No. of Employees: 50
Revenue: $1M
Entity Type: Private

Geomag

Headquarters: Switzerland
No. of Employees: 100+
Revenue: $20M
Entity Type: Private

Play-Doh (Hasbro)

Headquarters: Pawtucket, Rhode Island, USA
No. of Employees: 5,000+
Revenue: $5.63B
Entity Type: Subsidiary

Toys R Us

Headquarters: Wayne, New Jersey, USA
No. of Employees: 5,000+
Revenue: $3B
Entity Type: Private

Nerf (Hasbro)

Headquarters: Pawtucket, Rhode Island, USA
No. of Employees: 5,000+
Revenue: $5.63B
Entity Type: Subsidiary

VTech

Headquarters: Hong Kong
No. of Employees: 7,000+
Revenue: $1.3B
Entity Type: Public

Overview of Lego competitor analysis

LEGO faces strong competition in the toy industry from various key players, particularly from Hasbro and Mattel, both giant public companies with diversified product lines. Emerging rivals like Spin Master and Playmobil offer unique and engaging products that challenge LEGO's traditional model. The presence of educational toy brands like LEGO Education highlights the competitive landscape focusing on STEM learning. The competitive dynamics shape innovations in themed sets, collaboration licenses, and technological integration, ensuring LEGO's market positioning remains robust amid diverse offerings tailored for both children and adults.