LEGO's China strategy focuses on deeper consumer connections

China is a key strategic growth market for LEGO Group, according to Selinski. To date, the company has opened more than 400 ...
China Daily

LEGO expands China-centric toys for deeper connection

Since introducing its first China-inspired sets in 2019, LEGO Group has continued to expand its collection, thoughtfully incorporating symbols like plum blossoms, orchids, and chrysanthemums — each ...