The Lego Group, a privately held company based in Billund, Denmark replaced Ferrari as Brand Finance's "world's most powerful brand" in February 2015.
Known for its countless sets of buildable toys many ask why there were never any military-related toys produced to date.
The Lego Group's motto is det bedste er ikke for godt which means roughly "only the best is the best" (more literally "the best is never too good").