Lego is one of the most famous toy companies in the world. Hardly anyone reading this article would say that they never played with a Lego toy before! Lego has established itself as a company of all ages. However, with its strong market presence, also comes strong competition.
Lego has to face stiff competition from many other professional rivals.
In this article, we’ll have a look at the competitors of Lego in detail.
Before that, you may want to check our article on the SWOT analysis of Lego!
You might also want to read: SWOT Analysis Of Lego
Competitors Of Lego: Lego vs The World!
1. Hasbro
Hasbro is a multinational toy and board game company based in the United States. It was founded in 1923 and has since become one of the largest toy manufacturers in the world. The company produces a wide range of toys, games, and licensed merchandise, including action figures, dolls, board games, electronic toys, and more. Some of its popular brands include Transformers, My Little Pony, Nerf, Play-Doh, Monopoly, and Magic: The Gathering.
Comparing Between Hasbro And Lego
Building System
Lego is known for its iconic interlocking brick system, which allows for versatile and creative building possibilities. Hasbro, on the other hand, offers construction toy lines such as KRE-O, which uses a different building system that may not be compatible with Lego bricks.
Brand Focus
While Lego primarily focuses on construction toys and building sets, Hasbro has a broader range of product categories. Hasbro produces not only construction toys but also action figures, dolls, board games, role-playing games, and various other toy lines. This diversification allows Hasbro to target a wider audience with different play experiences.
Licensed Properties
Both Lego and Hasbro have successful partnerships with various entertainment franchises. However, Hasbro has a strong presence in licensing popular intellectual properties, such as Transformers, Marvel, Star Wars, and Disney Princesses. Hasbro leverages these licenses to create toys and games that align with the characters and stories from these franchises.
Market Share
Lego has historically been the dominant player in the construction toy market, with a strong global presence and recognition. Hasbro, while being a major player in the toy industry, has faced challenges in gaining significant market share against Lego in the construction toy segment. However, Hasbro’s diverse range of products and licenses allows it to compete in multiple toy categories.
2. Mattel
Mattel is a global toy manufacturing company headquartered in the United States. Founded in 1945, it has grown to become one of the largest toy companies in the world. Mattel designs manufactures, and markets a wide range of toys and consumer products, targeting various age groups. The company is known for iconic brands such as Barbie, Hot Wheels, Fisher-Price, and American Girl.
Comparison between Mattel And Lego
Product Range
While Lego primarily focuses on construction toys and building sets, Mattel offers a more diverse range of products. Mattel’s portfolio includes fashion dolls (Barbie), die-cast vehicles (Hot Wheels), preschool toys (Fisher-Price), action figures, board games, and more. This broad range of offerings allows Mattel to cater to a wider audience and different play preferences.
Brand Recognition
Both Lego and Mattel have strong brand recognition globally. Lego is widely recognized for its interlocking brick system and the creative building experience it offers. Mattel’s brands like Barbie and Hot Wheels are equally renowned and have become cultural icons in the toy industry, each with its own loyal fan base.
Licensing
Similar to Hasbro, Mattel has strong partnerships and licenses with popular entertainment franchises. Mattel collaborates with movie studios, television networks, and other licensors to create toys and merchandise based on characters and stories from properties like Disney, Pixar, DC Comics, and WWE. Lego also has various licensed sets based on franchises like Star Wars, Marvel, and Harry Potter.
Target Audience
While Lego caters to a wide age range, from toddlers to adult collectors, Mattel has a significant focus on specific age groups. Barbie dolls appeal primarily to young girls, Hot Wheels targets young boys, and Fisher-Price specializes in toys for infants and preschoolers. However, Mattel does have offerings for older children and collectors as well.
Building System
Lego’s interlocking brick system is unique to the brand and allows for versatile building possibilities. Mattel, on the other hand, offers construction toys under the Mega Construx brand (formerly Mega Bloks), which are compatible with Lego bricks and provide an alternative building experience.
3. Spin Master
Spin Master is a Canadian toy and entertainment company that was founded in 1994. It has become a significant player in the global toy industry, known for its diverse range of toys, games, and entertainment properties. Spin Master creates and licenses various brands and franchises, targeting different age groups and interests.
Comparison Between Lego And Spin Master
Product Range
Spin Master offers a wide range of toys and entertainment products across different categories. While Lego is primarily known for its construction toys, Spin Master’s portfolio includes action figures, dolls, plush toys, board games, outdoor toys, puzzles, and more. Spin Master has popular brands such as Paw Patrol, Hatchimals, Bakugan, and Monster Jam, each offering unique play experiences.
Play Experience
Lego’s building system emphasizes creativity, problem-solving, and construction skills. On the other hand, Spin Master’s products often focus on imaginative play, storytelling, and interactive experiences. For example, Paw Patrol toys enable children to engage in rescue missions and role-play with their favorite characters, while Hatchimals provide a hatching experience and nurturing play.
Licensing and Entertainment Properties
Both Lego and Spin Master have successful partnerships with entertainment franchises. Lego has licensed sets based on popular movies, TV shows, and video games. Spin Master, on the other hand, not only licenses popular properties but also develops its own entertainment properties. For instance, Paw Patrol, created by Spin Master, has become a highly successful animated TV series, generating merchandise and spin-off products.
Target Audience
Lego has a broad target audience, ranging from young children to adult collectors. Spin Master’s products, while appealing to a wide age range, have a significant focus on younger children. Brands like Paw Patrol and Hatchimals primarily target preschool and early elementary-aged children.
Market Presence
Lego has a long-established global presence and is often considered one of the leading toy companies in terms of sales and brand recognition. Spin Master has grown rapidly over the years and has gained prominence, particularly with the success of brands like Paw Patrol. However, Lego still holds a significant market share and global reputation in the construction toy category.
4. Playmobil
Playmobil is a German toy manufacturer that specializes in the production of detailed playsets. The company was founded in 1974 and has since gained worldwide recognition for its imaginative and durable toys. Playmobil sets consist of figurines, accessories, and themed playsets that encourage open-ended play and storytelling.
Comparison Between Playmobil And Lego
Play Experience
While Lego emphasizes construction and creativity, Playmobil focuses more on role-playing and imaginative play. Playmobil sets often depict various real-world and fantasy settings, such as city life, historical periods, adventure themes, and more. The playsets are designed to create immersive play scenarios and encourage children to create their own stories and narratives.
Figurines and Accessories
Playmobil sets include highly detailed figurines with movable limbs, allowing for various poses and interactions. The figurines represent different characters, professions, and themes. Additionally, Playmobil offers a wide range of accessories, vehicles, buildings, and props that complement the playsets and enhance the play experience.
Building System
Unlike Lego’s interlocking brick system, Playmobil sets use a simpler assembly method that involves connecting larger, specialized pieces. While Playmobil sets do involve some construction, the focus is more on setting up the play environment rather than building structures in the same way as Lego.
Target Audience
Playmobil primarily targets younger children, typically ranging from preschool to early elementary-aged kids. The larger, chunkier pieces and the emphasis on role-playing make Playmobil sets accessible and suitable for younger hands and imaginations. Lego, on the other hand, caters to a broader age range, including older children, teenagers, and adult collectors.
Themes and Licenses
Playmobil offers a wide variety of themed playsets, including city life, knights, pirates, dinosaurs, fairies, and more. Playmobil has also secured licenses for popular franchises, such as Ghostbusters, How to Train Your Dragon and DreamWorks Dragons, expanding their product range with branded playsets.
5. Meccano
Meccano, also known as Erector Set in the United States, is a construction toy brand that was first introduced in 1901. Meccano sets feature metal beams, plates, nuts, and bolts that allow children to build various mechanical structures and models. The brand’s focus on engineering and mechanical principles has made it popular among budding young engineers and builders.
Comparison Between Meccano And Lego
Building Material and System
Meccano sets primarily use metal parts, including steel girders, plates, and screws, which provide a different tactile experience compared to Lego’s plastic bricks. Meccano’s building system involves using nuts and bolts to connect the metal parts, allowing for adjustable joints and mechanical movements. In contrast, Lego’s interlocking plastic bricks offer a more versatile and modular building experience.
Building Complexity
Meccano sets often feature more intricate and detailed designs, focusing on mechanical functionality and engineering concepts. They typically involve constructing working models such as vehicles, cranes, robots, and other moving structures. Lego, while offering a wide range of building possibilities, tends to have a broader focus on creativity and open-ended play rather than specific mechanical functions.
Target Audience
Meccano’s construction sets are generally designed for older children and teenagers, as they require more dexterity and patience to assemble the metal components. Lego, on the other hand, caters to a wider age range, starting from preschool-aged children and extending to adults through their advanced and collector-oriented sets.
Play Experience
Meccano sets provide a hands-on experience in building and understanding mechanical principles, such as gears, levers, and pulleys. Assembling Meccano models often involves following detailed instructions and requires a systematic approach. Lego, while also offering instructions for specific models, places a greater emphasis on free-form creativity and imaginative play.
Brand Legacy
Both Meccano and Lego have a long history and established legacies in the construction toy industry. Meccano’s heritage as one of the earliest construction toys has earned its recognition as an iconic brand associated with engineering and mechanical construction. Lego, with its enduring popularity and global reach, has become synonymous with creative play and building.
A Brief Overview Of Lego Competitors
43.7 billion kr | 24,000+ | |
US$5.86 billion | 5,600+ | |
US$5.43 billion | 33,900+ | |
US$2.042 billion | 2,000+ | |
US$700 million | 4600+ | |
US$17.6 Million | 200+ |
Bottom Line
In conclusion, Lego faces strong competition from various toy companies in the market. Hasbro, Mattel, Spin Master, Playmobil, and Meccano are among the key competitors vying for a share of the toy industry. Each competitor brings its own unique strengths and product offerings to the market. Hasbro’s diverse range of toys and strong licensing partnerships, Mattel’s iconic brands and broad target audience, Spin Master’s innovative and interactive play experiences, Playmobil’s focus on imaginative role-playing, and Meccano’s emphasis on engineering and mechanical principles all contribute to the competitive landscape. While Lego remains a dominant player with its renowned interlocking brick system and creative building experiences, it must continue to innovate and adapt to stay ahead in the face of strong competition. The toy industry thrives on providing children with diverse play options and experiences, and the competition between these companies ultimately benefits consumers with a wide range of choices to suit different preferences and interests.