LEGO's China strategy focuses on deeper consumer connections

China is a key strategic growth market for LEGO Group, according to Selinski. To date, the company has opened more than 400 ...
China Daily

LEGO expands China-centric toys for deeper connection

Since introducing its first China-inspired sets in 2019, LEGO Group has continued to expand its collection, thoughtfully incorporating symbols like plum blossoms, orchids, and chrysanthemums — each ...
NBC 6 South Florida

Lego CEO hails ‘very, very strong' U.S. progress as it struggles in China

The chief executive of Denmark's Lego on Tuesday reflected on a tough year for the world's largest toymaker, and outlined the firm's long-term plans to stay relevant and "cool with kids." Lego said ...
The Financial

The LEGO Group celebrates official opening of factory in China

The FINANCIAL — On November 25, the LEGO Group celebrates the official inauguration of its new factory in Jiaxing, China. The 165,000m2 factory plays an important role in the Group’s ambition to ...