The LEGO Group has been named the most reputable company in the world for a third year in a row by RepTrak. It is also the fifth time in the last six years that LEGO has been at the top spot.

Billund, Denmark, 3rd April 2025: Today, the LEGO Group has once again been ranked as the most reputable company in the world in the annual Global RepTrak®100 survey released by the RepTrak Company™.

Chief Executive Officer of the LEGO Group, Niels B. Christiansen, said: “Being named the world’s most reputable company for the third consecutive year is an incredible honour. This recognition is a testament to the hard work and dedication of all our colleagues around the globe, who strive to create joyful play experiences for kids and inspire the builders of tomorrow!”

It’s the third consecutive year and the fifth time in the last six years that the LEGO Group has claimed the top spot, following top rankings in 2020, 2021, 2023, 2024, and now 2025.

The Global RepTrak® 100 report, developed by the RepTrak Company™, provides a definitive ranking of the world’s most reputable companies and a comprehensive analysis of the global reputation landscape.

It has been revealed that LEGO is working with white hat leakers to identify vulnerabilities to prevent leaks of upcoming products. These white hat leakers are LEGO fans who previously leaked sets in the past but have had their accounts deleted by the LEGO Confidentiality team and are now helping to prevent future leaks.

One of the more popular announcements was the LEGO Pokemon theme and we were told that that white hat leakers worked tireless to prevent anyone from posting it early on Reddit, Discord, X, etc. It worked pretty much to perfection until LEGO Mexico hit the wrong button and managed to leak it themselves an hour or so early.

As we can see from this year, the leaks have been relatively quiet so it may seem that it’s been working although there were still some that pass by like with small retailers. It’s not perfect but LEGO is making a big effort to control the leaks.

LEGO has gone to their history books and have unearthed something called LEGO Project Hair. Back in 1975, the original LEGO minifigures were released with no arms or facial expressions. The higher ups at LEGO wanted more realistic features on the minifigures.

LEGO designer Vittig Hed started up Project Hair in which LEGO would put syntheic hair on minifigures. Unfortunately it didn’t test well in focus groups and it was archived. That is until a few years later when Project Hair was rediscovered during LEGO’s renovation.

LEGO was set to work on it again until 1978 rolled around and the LEGO Space theme was introduced. The release pretty much ended any hopes of Project Hair for good and it was never heard about again until today.