The LEGO Group reaffirms investment in China as part of 2020 annual report

The LEGO Group’s 2020 annual report has shown great growth in its newest market, China, a region where the company will continue its focus according to the report.

2020 was an interesting year for the LEGO Group with unforeseen challenges such as the coronavirus pandemic and new frontiers for the company with expanding their presence in China.

The latter has proven a great success for the company with a 21% increase in sales, which is at least some part is thanks to the new audience of LEGO fans. To support this, the annual report mentions opening 80 more physical stores in China, adding to the 91 already-opened retail spaces.

The company already confirmed its plans for investment in the region in the middle of last year, with one of the new LEGO stores being a flagship location, one of only a few in the world.

Of course, we can’t mention 2020 and the LEGO Group’s expansion in China without mentioning Monkie Kid, the first LEGO theme based on a local Chinese legend that is only just entering its second wave of sets. No doubt this theme was integral in appealing to this new audience.

Not included in the report, but still part of the overall plans in China is the opening of the region’s first LEGOLAND theme park, with at least one more to follow in Shanghai.

Even all that doesn’t encompass all of the LEGO Group’s efforts in the region though, with the annual lunar new year sets continuing into 2021. We shall have to see if these all contribute to another period of growth in next year’s annual report.

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