Legoland Shanghai a key brick to building toy brand in China

Lego has continued to be the biggest player in the construction toys market for “kidults” in the Chinese market. — Xinhua

SHANGHAI: The Lego Group is viewing China as a high-potential market, as the toymaker gears up to open its much-anticipated Legoland Shanghai Resort on July 5.

Julia Goldin, chief product and marketing officer at Lego, said during her recent trip to Shanghai: “With more than 400 retail stores across over 100 Chinese cities, we’re committed to expanding our presence with a portfolio of products tailored for Chinese consumers.”