The LEGO Group continues expansion in China

Despite a setback related to licensed LEGO Education stores, the LEGO Group is continuing to roll out new brand stores in China.

In a year that saw the company shutting down clone brands, the LEGO Group also spent 2019 increasing its brand store count to 140. With little brand affinity in China, official stores are a way to connect consumers with the brick.

“Unlike people in developed markets like the United States and Europe, people in China didn’t grow up with Lego bricks,” Paul Huang, General Manager of LEGO China told Campaign Asia-Pacific. “The brand affinity of LEGO is still comparatively low … we need to connect with more children and parents.”

While the LEGO Group is aggressively pursuing a growth strategy through opening more and more branded stores, there was a setback last year when licensed LEGO Education outlets closed suddenly. Something that was supposed to help the LEGO brand integrate itself into China has not been helpeful.

“We are extremely concerned about the parents and children who have been sold packages by a sub-licensee of Semia, which was a licensee of LEGO Education… we are continuously working to resolve this situation,” said Tom Hall, General Manager of LEGO Education International.

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