LEGO brand profile in the United States 2023

How high is the brand awareness of LEGO in the United States?
When it comes to toys and baby online shop users, brand awareness of LEGO is at 89 percent in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is LEGO in the United States?
In total, 53 percent of U.S. toys and baby online shop users say they like LEGO. However, in actuality, among the 89 percent of U.S. respondents who know LEGO, 60 percent of people like the brand.

What is the usage share of LEGO in the United States?
All in all, 44 percent of toys and baby online shop users in the United States use LEGO. That means, of the 89 percent who know the brand, 49 percent use them.

How loyal are the customers of LEGO?
Around 39 percent of toys and baby online shop users in the United States say they are likely to use LEGO again. Set in relation to the 44 percent usage share of the brand, this means that 89 percent of their customers show loyalty to the brand.

What's the buzz around LEGO in the United States?
In September 2023, about 43 percent of U.S. toys and baby online shop users had heard about LEGO in the media, on social media, or in advertising over the past three months. Of the 89 percent who know the brand, that's 48 percent, meaning at the time of the survey there's some buzz around LEGO in the United States.

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