Danish toymaker Lego builds its empire in China brick by brick, store by store

//Danish toymaker Lego builds its empire in China brick by brick, store by store

Danish toymaker Lego builds its empire in China brick by brick, store by store

Legendary Danish toymaker Lego, one of the world’s top three toy brands famed for its multicoloured building bricks, figures and elements, is planning a massive expansion in China, the company’s most promising market, said CEO Niels Christiansen. Christiansen, was appointed CEO in October 2017, said that the company, which had 50 stores in China last year, planned to open another 80 in 2019 in 18 cities, with the main focus on third and fourth tier cities. Overall, the company’s stores would…

Article by [author-name] (c) South China Morning Post - Read full story here.

By | 2019-03-03T04:04:01+00:00 March 3rd, 2019|Business|Comments Off on Danish toymaker Lego builds its empire in China brick by brick, store by store