Consumers take photos of Lego exhibits at a shopping center in Shanghai on June 15. CHEN YUYU/FOR CHINA DAILY
Lego Group is betting on the country's expanding toy market by investing in retail innovation, locally relevant branding and adult-focused products as the Danish toymaker ramps up the next phase of growth.
The company's strategy is reflected in the rising popularity of its sports-themed collections, including its FIFA World Cup 2026 product line, which has attracted interest from consumers beyond its traditional young fan base.
Maciek Selinski
"China remains a strategically vital core market for Lego Group. We have deep roots here and a steadfast long-term commitment," said Maciek Selinski, head of Lego China.
