Lego Bets China’s Weakness to Be Offset by Boom in Middle Class Demand
- World’s biggest toymaker to open some 100 China stores a year
- CEO says Lego will ‘sit out’ the short-term consumption slump
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Lego A/S is putting its money on China’s expanding middle class, the world’s biggest, shrugging off short-term economic woes in the Asian nation.
The world’s largest toymaker will invest in China, adding new stores and production capabilities, because it sees the growing demographic helping the Asian country become a long-term growth market, according to Chief Executive Officer Niels B. Christiansen.