LEGO named winner of the 2025 What Parents Love Award

The Insights Family presented LEGO with the 2025 What Parents Love Award at the Progressive Preschool Awards ceremony, held last night (Tuesday 11 November 2025) at London’s Royal Lancaster Hotel. The event brought together more than 400 leaders from across the retail, nursery, preschool, toy, marketing and licensing sectors for a day of celebration, recognition and entertainment, including comedy from host Jack Skipper and the ever-popular Higher & Lower competition, hosted by The Insights Family.

The What Parents Love Award honours the brand most trusted by UK parents of 1–3-year-olds between January and September 2025, recognising products that make a real difference to family life. Now in its fifth year, the accolade draws on The Insights Family’s extensive research with nearly one million children, young people and parents each year.

LEGO’s win highlights the brand’s continued ability to inspire creativity and play while offering parents the quality and reliability they value during the early years.

“The What Parents Love Award celebrates the brands that parents rely on most. LEGO has consistently delivered playful, high-quality experiences that resonate with both kids and parents, making it a well-deserved winner. Congratulations to LEGO and all the other exceptional finalists this year.”Tom Williams, CEO, The Insights Family

“The Progressive Preschool Awards celebrate the full spectrum of the preschool sector, recognising brands that genuinely prioritise preschoolers and families. Partnering with The Insights Family on the What Parents Love consumer award adds a meaningful dimension to the awards.”Ian Hyder, Managing Director, Max Publishing

We congratulate LEGO on their achievement andthank all finalistsfor their dedication to providing meaningful, trusted products and experiences for kids and families.

For more information about the What Parents Love Award and the latest insights into what families value most, visittheinsightsfamily.com/contact.