A brand that connects the generations, the name trips off the tongues of toddlers and grandparents alike. It fuses building skills with creativity and imagination, managing to be both universal and constantly relevant, reflecting changes in culture, technology and play. Not content to rely upon its reputation for quality and durability, Lego continues to innovate the market, developing new ‘must have’ collections and branching into new platforms. The Lego Batman Movie is the latest example, combining computer animated super heroes with comedy and celebrity. It premiered in Dublin in January and the US in February and has so far grossed more than $ 305 million worldwide. Lego continues to dominate the commercial market, but manages to maintain its integrity and this year was ranked third in the RepTrak report’ leaving brands like PayPal and Samsung in its wake.