The US is home to 17 of the world’s top 25 toy brands for 2022, according to Brand Finance’s latest annual report ranking properties based on their sales and overall monetary worth.

Seven of the top 10 brands are from the US—Fisher-Price, Barbie, NERF, Hot Wheels, Funko Pop!, Magic: The Gathering and Hasbro. But the number-one brand is still Denmark’s LEGO, which leads the field for a ninth consecutive year. 

According to Brand Finance’s rankings, the builder brand’s year-over-year value increased by 24% to US$7.4 billion. LEGO now accounts for a quarter of the list’s total value, and is worth more than four times as much as the second most valuable brand, Bandai Namco (US$1.6 billion). 

Wizards of the Coast’s iconic trading card game Magic: The Gathering was the fastest-growing toy brand in 2022, thanks to its global fanbase and the company’s investments in digital gaming. Magic’s value increased by 123% to US$352.26 million—a much steeper trajectory than other hot brands like Air Hogs (up 29.3%), LEGO (up 23.5%) and Hatchimals (up 23.4%).

Brand Finance also measured relative strength of the toy brands by evaluating their marketing investments, stakeholder equity and business performance across 38 countries. Star Wars impressively made its first appearance in this top 10 “strongest” brands ranking and also claimed the top spot, largely due to recent film releases, several spin-off series and a high-performance global consumer products program. Just behind it was Fisher-Price, which increased its brand value by 18% to US$879 million last year. 

Click here to read the full report.