Sorry, Ferrari. In its annual ranking of the world’s most powerful brands, a British consulting firm has crowned Lego master brand builder.

Lego, which has been making the iconic plastic building sets since 1949, scored highest in Brand Finance’s “brand strength” index, which measures factors such as familiarity, loyalty, promotion, staff satisfaction and corporate reputation to determine brand power.

The wide acclaim of “The Lego Movie” helped propel Lego from a well-loved toy brand to the top spot, Brand Finance said. Also: “In a tech-saturated world, parents approve of the back-to-basics creativity it encourages and have a lingering nostalgia for the brand long after their own childhoods,” the firm said in a release.

Denmark-based Lego unseats Italian carmaker Ferrari, which dropped to ninth place.

Apple, meanwhile, was declared the world’s “most valuable brand” for the fourth-straight year.

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