Lego, the world’s top toymaker, focuses on China
Its local rivals are building new weapons, though
The Chinese name for Lego, Legao, includes the character for happiness. And indeed, China has brought much joy to the world’s top toymaker by revenue. Brick by brick, the Danish company has built up its business in the country, which is increasingly central to the firm’s future. Last year over 60% of the new shops opened by Lego were in China.
This article appeared in the China section of the print edition under the headline “Battle of the bricks”
From the May 6th 2023 edition
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