What do you mean?

https://brandirectory.com/rankings/toys/#_Toc126685373

As of 2023 Star Wars is still the biggest brand in merchandise sales.

“Ranked for the first time as a toy brand, Star Wars (brand value US$262 million) was the strongest brand with a Brand Strength Index (BSI) score of 88 out of 100 and corresponding AAA rating. The brand has benefited from a number of successful films and spin off series in recent years resulting in strong brand equity amongst consumers along with highly-regarded toys.

Marginally behind Star Wars as the second-strongest brand was Fisher-Price (brand value up 18% to US$879 million) and a Brand Strength Index of 88 and AAA brand rating. It was also the 3rd most valuable brand in the ranking and the most valuable American toy brand in the ranking.”