Lego Bets on China’s Children With Hundreds of New Stores

The video discusses the strategic importance of the Chinese market for Lego, highlighting its economic contribution, potential for growth, and innovation in the digital ecosystem. Lego has experienced double-digit growth in China and expects this trend to continue. Key growth drivers include open-minded families seeking high-quality products and the opportunity to increase brand awareness in lower-tier cities. Lego plans to expand its presence by opening more stores, aiming for 300 branded stores across 80 cities by next year. The video also addresses the challenge of intellectual property theft, noting positive signals from the Chinese government and courts in improving the legal environment.

What is Lego's expectation for growth in the Chinese market for the upcoming years?

What challenges does Lego face regarding intellectual property in the Chinese market?