September 5, 2019

Lego to expand in India and China

Toy maker Lego announced a 12% drop in its net profit, owing it to significant investments in China and India to grow its business. However, it did not affect their revenue, which rose by 4% in the first half of 2019.CEO Niels B. Christiansen said the group was "satisfied with our performance given the transforma...

By Licence India Bureau

Toy maker Lego announced a 12% drop in its net profit, owing it to significant investments in China and India to grow its business. However, it did not affect their revenue, which rose by 4% in the first half of 2019.

CEO Niels B. Christiansen said the group was “satisfied with our performance given the transformative shifts which continue to reshape the global toy industry.” Christiansen said that the investments were meant to grow existing operations, open new markets in China and India, and develop online sales platforms, among other things.

China, as quoted by Lego is a strategic growth market whose growth numbers have been exemplary as compared to America and Western Europe.

Lego has about 500 stores around the world carrying the toymaker’s logo. The group will continue to invest in China and is on track to have more than 140 stores in 35 cities by the end of the year. In addition, more than 70 stores carrying the Lego brand will open outside of China during 2019.

There also are plans to open an office in Mumbai, India, in early 2020 from where the group will expand its presence in India.

“The growing middle class, the importance of education and growing economy make India a logical next step in our efforts,” Christiansen said, adding that “stores are really important to learn the product so children can touch it.”

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