The LEGO Group

While many lockdown measures eased, a host of new obstacles—including ongoing supply chain disruption—rose up to challenge toy companies in 2021. But thanks to expanded product ranges for evergreen brands, LEGO overcame these hurdles to take top spot on the Hot50 licensing list for the second year in a row.
“[Industry recognition] is always a big honor,” says Jill Wilfert, VP of global licensing and entertainment. “It’s important to us to create partnerships that build value for all—licensors, retail partners and, most of all, fans and consumers.”
Emphasis in 2021 was on expanding existing IPs. LEGO Super Mario, for example, takes advantage of the gaming property’s continued popularity, while combining physical play with Nintendo gaming.
And LEGO’s Marvel-inspired range used collectibility to spotlight the franchise’s multitude of fan-favorite characters in products like the Daily Bugle playset (which includes 25 mini-figures and is the toyco’s largest Marvel set to date).
“The team has done a great job developing products and marketing that are true to our brand, while at the same time being totally authentic to the IPs we’re bringing to life,” Wilfert says.

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