Lego China plans major expansion

Lego China to accelerate its expansion following double-digit revenue growth in the first half of this year.

The toy maker and retailer will open two new flagships in Beijing and Shanghai respectively within the next few months. Lego’s first mainland flagship launched at the Shanghai Disney Resort two years ago, and the company hopes to have 60 locations running before next year.

Lego’s senior VP Jacob Kragh expressed significant optimism for the company’s potential in China, stating that there was “no limit” in what Chinese parents might be prepared to pay for educational toys.

The move comes in the wake of Lego’s new video channel partnership with tech giant Tencent Holdings, which will release a game later in the year.

Lego China’s growth has already exceeded that in both Europe and the US and is accordingly the focus for Lego’s immediate expansion.